Launching a new beauty line is tough, even when you’re a billionaire cosmetics queen with one of the most famous faces (and families) in the world. When reality star and entrepreneur Kylie Jenner announced on May 10th that she would be expanding her makeup range to welcome skin care products — via an Instagram post, natch — the internet was initially excited, or at least curious.
After all, Kylie has serious cred in the beauty industry.
Her makeup brand, Kylie Cosmetics, launched in the fall of 2015, and according to Forbes, it’s now worth an estimated $900 million. They say that makes Kylie the youngest self-made billionaire ever. Admittedly, the self-made part has come under scrutiny, since she is part of an extremely rich family; but regardless, you have to admit she’s done a good job selling a lot of makeup. Which is why beauty and business followers alike are intrigued by this latest venture.
According to a post on Kylie’s Instagram, Kylie Skin will be coming our way on May 22nd.
In the first post announcing the line, she promises, “Everything is cruelty free, vegan, gluten free, paraben and sulfate free and suitable for all skin types.”
But before Kylie Skin even got the chance to launch, one of the products ran into criticism.
Ouch, in more ways than one.
The cause of all this drama is the walnut face scrub.
In a tweet on May 14th, Kylie showed off the product in a video, in which she claims that, “it’s gentle enough to use every day.”
walnut face scrub. my secret to a fresh face. xo, Kylie pic.twitter.com/zRPwqKv0HA
— Kylie Skin (@kylieskin) May 14, 2019
The internet disagrees.
The #KylieSkin walnut scrub is just the #StIves scrub repackaged not innovative at all
— NYS Esthetician & Massage therapist (@MaconPerfection) May 15, 2019
Dont use it the walnut will cause micro-tears in the skin it's way to harsh and you shouldnt be exfoliating everyday either pic.twitter.com/vaTMiGPm2i
On the face of it, this seems like just another beauty product. Nut derivatives like almond oil and brazil nut oil are pretty common ingredients in many “natural” products, thanks to their super-moisturizing properties. But this isn’t about an oil — this is about the walnut powder Kylie has said the scrub contains.
🍊 Blend of fruit extracts and fine walnut powder- to help gently exfoliate ⠀
— Kylie Skin (@kylieskin) May 14, 2019
⠀
✨ Ginseng Extract- helps energize the skin ⠀⠀
⠀⠀
☑️ Fragrance Free
It turns out walnut powder has a history of scandal in the beauty industry.
Back in 2017, old-school beauty company St. Ives and their parent company Unilever were sued by plaintiffs who claimed that the crushed walnuts in their St. Ives’ Apricot Scrub — yes, the beloved product of our teen years — blocked pores and caused microscopic tears in the skin that could lead to infection. The lawsuit was thrown out in 2018, because the judge ruled that there was no proof of these claims, or that the scrub was unsafe to use.
Fast-forward to now, and Kylie’s walnut scrub is rubbing people who remember those bad old days the wrong way.
It’s not just skin care professionals who aren’t happy.
Before and after thinking walnuts belong in face wash. #KylieSkin pic.twitter.com/bLG3Pp4Zge
— Rose by another name (@tweetfromarose) May 14, 2019
Safe to say there is bad blood here.
Been a fan of Kylie Jenner like almost 5yrs but I dont know if im gonna trust her walnut face scrub. 😢 @kylieskin
— eliz 🍯 (@fayeeecilicious) May 17, 2019
Even some loyal fans are questioning everything!
Other people are skeptical about the scrub and the rest of the line for other reasons.
I'd bet Kylie Jenner's "secret to a fresh face" has more to do with DoctorS and injectible$ than walnuts and #KylieSkin
— Red Carpet Maven (@RedCarpetMaven) May 15, 2019
There are even whispers that Kylie is just trying to get ahead of another icon in the entertainment and cosmetics world…
Alright I’m done for the day.
— Emani Mone (@EmaniMone) May 14, 2019
I apologize. I just feel like #KylieSkin rushed her skincare product line because people were waiting for Rihanna’s.. TEA sorry. I’m never this shady but...... 🌿🌝
Although some are wondering how other companies appear to be selling a similar product without this level of criticism:
I’m trying to figure out why everyone is slamming @KylieJenner for her walnut scrub when @OleHenriksen makes a walnut scrub and no one slammed them for it? 🧐 #kylieskin #KylieJenner #olehenriksen
— @_tanyeezy_ (@_teewin) May 17, 2019
But despite this backlash, Kylie can still count on some fans.
Anything to look like their idol.
Even if you won’t be spending $22 on the controversial scrub, you have to respect that this line is another bold business move that will likely add to her billions.
Will Kylie listen to the outrage and scrap the scrub? We’ll have to wait to find out…
