Kylie Cosmetics
7.5Accessible prestige pricing across Ulta, Target, and Amazon
Best forPeople who want prestige-adjacent packaging and branding at $20–35 and need the flexibility of buying in-store at Target or ordering from Amazon with Prime shipping.
Scores — click any row to see our rationale
Shade Range & Color Accuracy▼6/10
Price & Value for Money▼8/10
Ingredient Quality & Skin Compatibility▼6/10
Availability & Where to Buy▼10/10
Pros
✓Available at Ulta, Target, Walmart, and Amazon simultaneously — if you need a lipstick today, you can almost certainly get it same-day without a Sephora nearby
✓Lip Kits ($29) that started the brand are still strong sellers — the liquid lipstick + liner combo in one purchase is a practical value for people building a lip look
✓Price range of $20–35 puts it well below Charlotte Tilbury ($46–52) and ILIA ($48) while selling through the same retail channels as prestige brands
✓Cruelty-free certified, making it one of the more accessible cruelty-free options at the $20–35 price point
✓Kylie Skin Concealer ($18) and foundations are regularly stocked at Target, which offers hassle-free returns without needing to contact a brand directly
✓Coty's ownership (51% stake) provides professional manufacturing infrastructure, meaning formulas are stable and consistently replicated batch-to-batch
Cons
✕No EWG verification or formal clean beauty standard — if you're avoiding specific ingredients (silicones, parabens, fragrance), you'll need to check individual product labels
✕The brand's identity is heavily tied to Kylie Jenner's personal celebrity — shopper perception and purchase intent can shift based on her public profile, not just product quality
✕Shade range undertone accuracy for deeper skin tones is not as developed as Fenty or MAC — deep shades exist but have received mixed reviews for pulling orange or ashy
✕Not sold at Sephora, which means no Color IQ shade matching in-store — you're relying on Target's limited tester availability or online shade guides
✕Formula innovation is limited — most products are solid but don't introduce new textures, actives, or techniques that you can't find elsewhere at the same price
Compare head-to-head
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