WWD has reported overnight that Kylie Jenner is partnering with Topshop, marking the first roll out of her cosmetics range, Kylie Cosmetics, into a bricks-and-mortar store.
Until now, the collection has only been sold exclusively online, but come November 20, Jenner's $US420 million makeup brand will enter seven Topshop stores across America for a five week pop-up.
Of the news, Jenner said: “My brand is all about empowering young women, and giving them confidence through makeup, and I feel that Topshop shares that same mission. My own pop-up shops have been so successful and I can’t wait to bring the Kylie Cosmetics Pop-up experience to more of my fans across the country.”
Jenner has also created some exclusive lipstick shades especially for Topshop customers, which are sold in two palettes containing four lipsticks.
WWD have speculated that selecting Topshop as a retail partner may hint to the brand's future growth and overseas expansion.
"Entering new regions is costly, as well as complicated from a logistical standpoint, and smaller-scale partnerships with an organization of Topshop’s size could be appealing for two reasons: the retailer is headquartered outside the U.S. and has strong footprints in Europe and Asia. Testing the waters in these markets before investing in full-scale global expansion could be invaluable to Jenner," said the publication.
