OK, it's official: Kylie Jenner loves a surprise announcement. She kept her pregnancy with daughter Stormi a secret until she dropped a video compilation on her YouTube channel (which now has over 102m views. Casual). She kept the theme of surprise to announce her baby no.2, recently dropping this video on Instagram.
In true Kylie fashion, the unexpected doesn't stop there. Yesterday, she introduced us to Kylie Baby, a brand that is pretty self-explanatory. Yes, expansion is on the horizon, because how else does a self-made billionaire make her squillions?
Curious? Here's everything you need to know about the range...
What do we know about Kylie Baby so far?
It's been in development for 3 years, the idea coming to Kylie after she began researching baby skincare products when Stormi was born. It's apparently her way of creating products that can be 'developed from the ground up' - the kind that are exactly 'what she [wants] for her babies.'
The range has paediatrician approval, and the ingredients are 'conscious'. Quite ambiguous, we know, but apparently this means there's no added fragrance or parabens, and that it's hypoallergenic.
That said, even if your products do include the above, it wouldn't make them – how do we put this – unconscious. For example, parabens are some of the most effective preservatives, and there is little to standardisation for 'hypoallergenic' products, which means it's pretty easy to make the claim.
What's in the Kylie Baby range?
So far, Kylie has posted a snapshot of five products (in seriously dreamy packaging). You'll find in the range:
A Gentle Shampoo, which Kylie says is good for sensitive scalps
A Gentle Conditioner that detangles, hydrates and suits all hair types and textures
A Moisturising Lotion
A Bubble Bath
A Brush & Comb Set (pictured on Kylie's Instagram story)
We'll add more detail on these products as we know more.
When does Kylie Baby launch, and does it ship to the UK?
Kylie Baby launches on 28th September. It sits under the same website as Kylie's other ranges (like Kylie Skin and Kylie Cosmetics) which all ship internationally. Whilst UK shipping hasn't been confirmed, it's likely that Kylie Baby will follow suit.
You can read more on the Kylie Baby website here. Oh, and just to confirm: we're not too old for a bubble bath, right?