Kylie Cosmetics

Kylie Cosmetics

Challenge

Kylie Cosmetics needed a steady pipeline of authentic, UGC-style videos for TikTok ads—made by recognizable beauty creators and celebrities—without losing the brand’s voice or credibility. The content had to be TikTok-native (strong 3-second hooks, 15–30s edits, Spark Ads-ready) and cleared for paid use across platforms, requiring airtight usage rights, whitelisting/allowlisting, and exclusivity terms. Sourcing celebrity talent at sustainable rates while ensuring FTC disclosures and music licensing added operational and legal complexity. Finally, the team needed a repeatable system to test up to 40 creative variations per launch to combat creative fatigue and hit CAC/ROAS targets across TikTok, Instagram, and YouTube.

Markit’s Solution

Markit built a creator engine by sourcing and negotiating with hundreds of niche beauty influencers and celebrity creators across MUA, derm, skincare, ASMR, and acne-care verticals. We secured clear deliverables, paid usage rights, and allowlisting so every asset was ready for Spark Ads and cross-platform reuse. Our team directed TikTok-native UGC with tight briefs and remote live coaching, focusing on strong three-second hooks, 15 to 30 second edits, and trend-forward formats while ensuring FTC disclosures and music licensing. We handled end-to-end logistics from product seeding and shot lists to tracking content and approvals, then managed budgets to promote winners and scale through structured A/B testing. The result was an always-on library of ad-ready videos that reached tens of millions of consumers and consistently fueled launch momentum and sales across Kylie Skin and Kylie Cosmetics.

Outcome

We structured paid-usage and allowlisting deals with marquee TikTok creators—each with audiences in the tens of millions—unlocking immediate reach and social proof. Our team delivered both evergreen, permanent-use assets and 24-hour lifecycle UGC designed to ride trend velocity, then promoted winners via Spark Ads and cross-platform placements. In parallel, we maintained Kylie Cosmetics’ full-funnel campaigns—prospecting, mid-funnel retargeting, and conversion—so every asset had a clear role and continuous testing cadence. The program generated tens of millions of impressions, reduced creative fatigue, and lifted click-through and purchase rates while keeping CAC within target ranges. Net result: a predictable creator pipeline and always-on content engine that compounded momentum for Kylie Skin and core cosmetics launches.

Kylie Cosmetics, founded by Kylie Jenner, is one of the fastest-growing beauty brands in the world, renowned for its trend-driven products and massive social media presence. With a global customer base and consistent celebrity-driven buzz, the brand has become a dominant force in the cosmetics industry. Its marketing relies heavily on exclusivity, influencer culture, and digital-first campaigns that drive both sales and cultural relevance.