KYLIE BEAUTY // ECOMMERCE BRAND & SITE DESIGN / Design and Strategy Leadership

Scaling Kylie Jenner’s Brand

The Challenge

The Kylie brand was moving from disparate skin and cosmetics brands marketed only to North America to an international umbrella brand Kylie Beauty. And that umbrella needed to scale for Kylie Cosmetics, Kylie Skin, Kylie Baby, and more down the road.

It was up to my team to improve brand scalability while designing her ecommerce experience in Shopify Plus.

The Solution

My team delivered beauty and scalability in the form of a flexible design system and powerful e-commerce site experience.

The solution was to create a design system that used the same exact interactions but colors and fonts that were unique to each brand.

Highlights

Collaborated directly with Jen Cohen, Chief Brand Officer for Kylie, Kim, and Kris’s personal brands.
My design team functioned as the hub for Smith’s technical team, the Coty business team, and Kylie Jenner’s brand team.
The design team consisted of strategists, UX architects, and UI designers from California to New York.
I participated hands-on creating wireframes, UI designs, and clickable prototypes for Kylie to view on her iPhone.
The site launched in the late spring 2021 on Shopify Plus and Adobe AEM.

Kylie loves pink. She wanted to use it for multiple brands on the site. We had to work with her to advance her color POV to create not just distinctive color palettes per brand, but colors that pass accessibility tests.
Crafted a unified design system in Figma that accounted for the umbrella Kylie Beauty brand and its sub brands: Kylie Skin, Kylie Cosmetics, and Kylie Baby. All built and delivered in Figma.
Kylie is constantly on the move. It was imperative that we build clickable prototypes for her to view on the go. Nothing better than hearing, “Kylie loved them!”
We brought a ton of UX and Strategy best practices to allow Kylie’s fans to find what they wanted quickly and buy them easily.