Press commentary on direct-to-consumer brand’s growth linked to private equity firms. Read the full article.

On Kylie Cosmetics’ launch of sub-brand, Kylie Skin:

Kylie Skin was also built out separately from Kylie Cosmetics, per an Instagram post by Kylie Jenner on May 10. But the reason for this is somewhat distinct from the efforts of Huda Beauty because Jenner’s first brand Kylie Cosmetics is mostly run by vertically-integrated company Seed Beauty. According to Richie Siegel at Loose Threads, it appears that no one from Seed Beauty’s team is working on Kylie Skin, likely as an effort to create a brand worth acquiring by a company such as Coty Inc.