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Photo: Kylie Skin

Photo: Kylie Skin

While Kylie Jenner‘s sisters are busy having more children and filing new trademarks for potential beauty lines, the cosmetics mogul has been up to some excitement of her own: On Friday, she announced the introduction of a new brand to her beauty empire, Kylie Skin by Kylie Jenner.

Jenner posted the news to both Instagram and Twitter, making her enthusiasm evident — proclaiming, simply, “KYLIE F*CKING SKIN!” in the initial announcements. The brand will make its debut on May 22 on its own website, KylieSkin.com (which, as of Friday, is a landing page that allows users to sign up for email updates from the brand).

Having achieved mega-success with Kylie Cosmetics, which has been valued at more than $800 million, it’s not at all surprising that Jenner would continue to branch out and build out her direct-to-consumer, industry-disrupting beauty empire. Sister Kim Kardashian, who followed in Jenner’s footsteps with the launch of her own eponymous beauty line, has already expanded from the makeup category into fragrance, a move that was wildly successful by just about any metric. 

Kylie Skin already has its own dedicated social channels (racking up tens of thousands of followers by the minute), underscoring the fact that it’s a distinct brand separate from Kylie Cosmetics, officially making Kylie Jenner’s company a multibrand one.

“Building my makeup line from the ground up has taught me a lot,” Jenner tweeted. “I’m so blessed with that knowledge to apply to my brand new company! Birthing a whole new team, manufacturing, fulfillment etc separate from my cosmetics was challenging but here we are!”

While it’s not yet clear exactly what products can be expected from Kylie Skin, Jenner tweeted some vague details about the formulas: “I got the best of the best for you guys! Everything is cruelty free, vegan, gluten free, paraben and sulfate-free and suitable for all skin types,” she wrote. The (somewhat generic, if not untrue) tagline for the brand is: “It starts with skin.”

Campaign imagery shows a relatively pared-down Jenner with slicked-back hair and natural-looking makeup. The brand has also released a video teaser that shows her smearing products of various textures across her cheekbones, set against a millennial pink background:

As evidenced by the visuals that have surfaced on social media so far, millennial pink is core to the overall aesthetic of Kylie Skin. Just what Instagram needs: Another skin-care brand with a minimalist, sans-serif font, an influencer face and a superfluous dose of pink. But we’ll hand it to her: If anyone can continue to spin the overused color scheme into beauty industry gold, it’s Kylie Jenner.

A representative from Kylie Cosmetics declined to provide additional information beyond what has been posted to social media so far; we’ll update this post as additional details become available.

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