Lack of customer loyalty impacts Kylie Cosmetics

Kylie Cosmetics has reportedly suffered a recent fall in sales. 

Data insights firm, Rakuten Intelligence, has reported that Kylie Jenner's namesake brand is suffering due to a lack of customer loyalty. According to the firm, more than half of Kylie Cosmetics' customers have shopped just once with the brand during the period November 2016 to May 2019. 

The result is a 14 per cent drop in sales.

The New York Post previously reported that the brand's sales peaked in November 2016, exactly one year after its first product was launched. Two years on however, and sales were down 60 per cent. 

Despite these figures, it's thought that Kylie Cosmetics could on the brink of being sold for a record sum, with Coty a front runner for the purchase. 

Kylie Jenner also doesn't show signs of slowing down despite weakening cosmetics sales. In May she launched her debut skincare line and has recently filed for the ‘Kylie Hair by Kylie Jenner’ and ‘Kylie Baby by Kylie Jenner’ brand trademarks.