The Internet is buzzing about how Kylie Cosmetics' website is blank, with the message, "Something is Coming."

The brand's Instagram is also blank—every photo has been deleted, except one. Kylie Jenner is standing alone against a blank wall, arms to her side, in a pink satin bra and matching leggings.

Allure writes, "The brand's website is just a landing page, and the products are deeply discounted at Ulta Beauty. What is going on?!" Bustle said: "What is going on with Kylie Cosmetics? The brand's Instagram only has one post." And, "It’s left her followers scrambling to figure out what this could possibly mean. Perhaps Jenner is signaling the beginning of a new era for the brand?"

What's Coming? We Asked Coty

Coty sent Beauty Packaging the following statement:

"The launch of the updated Kylie Cosmetics line remains on track for this summer, and you may have already begun to see Kylie’s posts on the brand’s social media channels hinting at this."

"While we cannot reveal many details just yet, we are excited about this new initiative, built on a true collaboration between Kylie and Coty, which will include a refreshed cosmetics product assortment, an omnichannel approach, and a best-in-class DTC website and platform which will finally allow consumers to seamlessly shop the full assortment of Kylie’s cosmetics and skincare products." 

Consumers will now have the ability to shop directly from Instagram, we suspect. Plus—Kylie Cosmetics may be combined with Kylie Skin.

We had a hunch that this change was in the works, since number four on Coty's list of "strategic priorities" is: "Build E-Commerce and Direct-To-Consumer Expertise and Capabilities." (Revealed in this presentation at a recent investor meeting.)

We recently covered what Coty has already done with CoverGirl, in an effort to meet its number one strategic priority, which is—"Stabilize consumer beauty makeup brands and mass fragrances." Changes to CoverGirl's packaging and the brand's repositioning are on track with  this goal.

Coty states that its other strategic priorities are: "Accelerate luxury fragrances and become a key player in prestige makeup," at number two; "Build skincare portfolio in both divisions," listed at number three; "Expand in China" is number five; and "Become a leader in sustainability" is in the last spot, at number six. 

See further details from Coty's Sue Nabi, CEO, in this recent earnings call transcript —when Coty reported a gradual recovery in Q3 of 2021.

Will Coty Change Kylie's Packaging?

We suspect the Kylie Cosmetics' logo will change, especially since there was a bit of controversy over Kylie's "dripping lips" graphic, which is the brand's logo on social media and prominent design element on some of its packaging.

If we had to guess, we'd say a redesign might include Jenner's face since she is what 'sells' the brand. Packaging for past collections featured images of Kylie, as well as other members of the Kardashian 'Klan,' including this limited edition Kendall Collection that featured both sisters.

We also heard Coty has plans to change Kim Kardashian's trademark, KKW Beauty.

The initials KKW are for Kim Kardashian West, and Kim recently filed for divorce from Kanye West.  Nabi tells Bloomberg, "We’re not using her current trademark for all the reasons you can imagine.” Coty first announced it was acquiring 20% of Kardashian's business last June—and completed the deal earlier this year. 

We'll pass on all the packaging details as soon as we know more about the relaunch of Kylie Cosmetics—stay tuned.