MAC announced this week lipstick and lip-liner duos, a move viewed as an attempt to capitalize on the lip kit trend after the launch of Kylie Jenner’s products. While Kylie Lip Kits sold out almost immediately each time they were launched, several brands stepped up to fill the void. Fast beauty brands Milani, NYX, and E.L.F. cosmetics all released product liquid matte lipstick in pink, pinkish-brown, and brown colors – all characteristics of the Kylie Lip Kit – as dupes. Soon beauty blogs and search engines were recommending these products to shoppers dismayed by the kit selling out.
As shown in the L2 graph, these dupes generated a lot of traffic for the brands. In some cases, these fast beauty brands were the real winners of the Kylie Lip Kit craze. NYX, Milani, E.L.F Cosmetics were the most visible brands in search results for lip-related keywords. Their success has inspired several prestige brands like MAC to replicate this product strategy in categories like brows and contouring. However, many prestige brands were late to the game as they lacked the short product cycles and fast turnaround of mass brands.