With a single tweet, Kylie Jenner has once again switched up the beauty game.
Jenner took to Twitter to announce the upcoming launch of Kylie Cosmetics at Ulta Beauty locations nationwide:
*Inserts the screams of U.S. beauty lovers*
Kylie Cosmetics has been one of, if not the, most recognizable online beauty brands since its launch in 2015. This move from an online-only business model to a more traditional brick-and-mortar retail space seems to be part of a larger trend happening among e-commerce beauty brands, we're looking at you Colourpop, Morphe and Makeup Geek.
Could this upcoming expansion may be the extra boost that Jenner needs to be the owner of a billion-dollar beauty brand?