Almost a year after Coty snapped up a 51 per cent stake in Kylie Cosmetics for US$600 million, the US beauty giant has announced the expansion of Kylie Skin into the UK, France, Germany and Australia.A relatively new brand, Kylie Skin launched in May 2019 but quickly became a top-selling skin care brand in the US thanks to the famous face behind it.Kylie Jenner, the youngest of the Kardashian-Jenner reality TV family, was last year declared the world’s youngest “self-made” billionaire at the age 21 by Forbes magazine, thanks to the success of her makeup company Kylie Cosmetics and will be hoping her entry into skincare is just as successful.Jenner has used social media as a pivotal tool to grow her brand. As one of the world’s most-followed people she has accumulated 198 million Instagram followers on her personal account to date, 24.8 million on Kylie Cosmetics, and 4.5 million on Kylie Skin.Now the skincare arm is aiming to make its mark internationally, with new direct-to-consumer websites allowing consumers to shop in their local languages and currencies, avoiding additional customs fees and duties, and avail of speedier delivery.The Kylie Skin line taps into the latest must-have beauty trends, with all products cruelty-free, vegan, gluten free, paraben and sulfate free and suitable for all skin types.Jenner said in a statement that the launch of KylieSkin.com will allow for an easier shopping experience and faster delivery in these markets.“I’m looking forward to engaging with more customers in the UK, France, Germany, and Australia, to hear what their favorite products are and how they incorporate them into their routines,” she said.Power of CotyCoty’s global influence has given Kylie Skin the ammunition it needs for an overseas expansion. Being one of the world’s largest beauty companies with products sold in over 150 countries, Coty has the resources and know-how to make it work.The question is, does Jenner’s following want to do more than simply “keep up” with Kylie? Are they invested enough in her brand to buy her products?According to scheduling tool Hopper HQ, Jenner was the highest-paid Instagram influencer of 2019, earning US$1.2 million for a single post on Instagram.Brands clearly believe that her Instagram status can translate to sales, and that an endorsement from her goes a long way.Coty is obviously a big believer in the staying power of the Kylie brand, and has the sales data to prove the value of her name.“We continue to see collections sell out quickly; for example, the recent Lip Balm Set launched on her birthday in August sold out in 18 minutes,” said Simona Cattaneo, president Luxury Brands at Coty.“The launch of the Kylie Skin international websites also reinforces Coty’s strategic commitment to strengthening the direct-to-consumer business model.”Can Kylie go the distance?Coye Nokes, partner in consumer and retail practice at OC&C Strategy Consultants in London, believes the expansion was at the core of Coty’s acquisition strategy and was “part of the attraction” for their partnership but she questions the strength of the brand in international markets.“It seems what is yet to be proven is whether Kylie has a strong enough brand outside the US to generate significant interest,” Nokes told Inside Retail.“Celebrity and ‘cult’ brands depend on the resonance of the founder or ‘face’ in the market. This resonance can vary dramatically across markets and often has variations in perception.”Brand perception for cult brands typically evolves with the ‘face’ or founder, Nokes explained, which she said can make it difficult for a corporate entity to control.“It is absolutely possible for the brand to resonate outside the US, but there are certainly challenges in brand awareness, perception and evolution of the perception that could cause problems.”