Kris and Kylie Jenner reportedly pitched Jeff Bezos to buy Coty’s controlling stake in Kylie Cosmetics amid frustrations over declining product quality and brand management.
Kris and
Kylie Jenner have reportedly been pressing
Jeff Bezos to step in and buy Coty’s controlling stake in
Kylie Cosmetics, aiming to restore the brand after what they describe as a rocky chapter under the beauty conglomerate.
According to
Page Six, Coty purchased 51% of Kylie’s company for $600 million in 2019. Since then, sources say the Jenners have grown increasingly dissatisfied with how the brand has been managed and believe a Bezos-led buyout could reinvigorate product development, marketing, and the label's overall identity.
Why Bezos? Insiders point to the Amazon founders’ and Lauren Sanchez’s recent moves into celebrity-backed ventures and high-profile philanthropy as evidence they might be receptive to a star-powered acquisition. The
New York Times reports that Bezos and Sanchez have backed or supported ventures tied to celebrities, and their social circles overlap with the Jenners’.
A relationship angle that Kylie and Kris have reportedly used when pitching the idea. The couple’s history of investing in culture-forward projects, along with Bezos’s substantial capital, makes the proposal credible on paper. Coty’s broader corporate picture helps explain the timing. The company has made multiple bets on celebrity brands, including an investment in Kim Kardashian’s beauty brand,and later reversed course on some, selling stakes at a loss.
In 2025, Coty announced a strategic review of its consumer beauty business that could lead to the sale of brands like CoverGirl and Rimmel as it refocuses on more profitable fragrance lines, signaling openness to reshuffling its portfolio. Industry insiders say that the combination of Coty’s strategic reassessment and reported Jenner’s interest makes a deal plausible, though practical obstacles remain.
Fan reaction has been immediate and vocal. Across social media, longtime customers have posted side-by-side product comparisons, unboxing reels, and past-versus-present imagery to make a case that Kylie Cosmetics’ formulas, packaging, and launch cadence have declined since 2019.
Influencers and beauty reviewers amplified these concerns with videos ranking older Kylie releases more favorably than recent drops, while micro-influencers posted before-and-after photos showing perceived differences in pigmentation and texture.
Many fans framed the move not just as nostalgia but as a strategic business correction. They argue that hands-on celebrity ownership would restore authenticity, accelerate new product cycles, and mobilize Kylie’s direct-to-consumer marketing muscle.
Could it actually happen? Financially and relationally, it’s plausible but uncertain. Coty would need to agree on price and valuation; any sale would require extensive due diligence, and regulatory or strategic constraints at Coty or within Bezos’s investment priorities could scuttle talks. Additionally, turning a social-media groundswell into a commercial turnaround would still demand a solid operational plan – supply chain, R&D, marketing, and distribution.
Photo Credit: KEVIN MAZUR//GETTY IMAGES
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