Beauty — Kylie Jenner

The beauty industry is bigger than ever, but mascara is struggling When Kylie Jenner launched her billion-dollar cosmetic brand, Kylie Cosmetics, five years ago, an essential item was missing: mascara. Rihanna’s Fenty Beauty line, which she launched in 2017, didn’t sell mascara when it first launched, but she recently added the beauty product to the line. Lady Gaga’s beauty line also doesn’t include mascara. Mascara, the long-standing staple of makeup, is becoming less relevant to today’s beauty rituals. “Mascara isn’t dead, but yes, it’s definitely taken a back seat,” said New York-based celebrity makeup artist Randall Mahnke-Tang, who has worked with Aretha Franklin and Hugh Jackman....