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Kendall Jenner Is Getting (Back) Into the Beauty Business

Fashionista logo Fashionista 2018-12-07 Stephanie Saltzman
a woman standing in front of a mirror posing for the camera © Provided by Fashionista

The model and influencer is fronting a campaign for a new line of hair-styling tools.

Kendall Jenner. Photo: Anthony Ghnassia/Getty Images for Longchamp

Kendall Jenner is the face of a new range of hair-styling tools called Runway Series from California-based brand Formawell Beauty, reports WWD. Jenner lends her face (via campaign imagery) and name (via a "Formawell Beauty x Kendall Jenner" subtitle) to the line, which includes a flat iron, ionic blow-dryer and curling iron. The products in the line include a blow-dryer, flatiron, curling iron and several brushes with prices ranging from $14.99 to $119; they are already available at and will also be sold at department, specialty and mass retailers.

Kendall Jenner for Formawell's Runway Series. Photo: Courtesy of Formawell

"I work all over the world at fashion shoots and on runway shows, so I need to know that my hair looks its best and stays in great condition," said Jenner in an interview with WWD, adding that she "trust[s] the Runway Series tools."

It's worth noting that Jenner has dabbled in the beauty space before, most notably with a high-profile Estée Lauder contract and its short-lived millennial-targeted line, The Estée Edit, which was discontinued less than a year after its debut in 2017. The Kardashian-Jenner family in general has seen much success in the cosmetics industry over the last few years, but those wins have come hard-fought after many previous trials and struggles in the beauty business.

With cases like The Estée Edit, some in the industry have pointed out that Jenner's engagement with (and commitment to) the brand — particularly when it came to sharing on social media — left much room for improvement. It seems Formawell is hedging its bets, as the marketing push for its new styling tool range will also include 15 other social media influencers who combine for more than 200 million followers, according to WWD.

Earlier this week, I asked Jenner's sister Kim Kardashian West, who has built somewhat of a beauty empire herself, whether she'd be expanding into the hair category anytime soon. "I talk about expanding into hair all the time. The right partnership hasn't come about, but I do think about it and I do talk about it," she said. It seems that for Jenner, the right partnership has arrived — at least for the time being.

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