Kylie Jenner celebrates ten years of Kylie Cosmetics with the King Kylie Collection, a return to where it all began. Launching on October 18, the collection brings back the bold energy of Jenner’s early career and the viral beauty moments that defined a generation of fans, honoring the brand’s beginnings while introducing modern updates to its most requested products.
MAKEUP
The King Kylie Collection reintroduces several of the label’s original hits from 2015, refreshed with new formulas and packaging. Among the revived icons are the Matte Lip Kits in shades True Brown K and Dead of Knight, shades that helped define Jenner’s original beauty era. Two new additions, A Decade and Kylie Jenner Lips, join the range.
The relaunch extends to glosses as well. The once-cult favorites Like and Literally return in the new Lip Glaze formula, now housed in skull-embossed packaging. A fresh shade, She’s Bag, completes the set, nodding to Jenner’s connection with her fans and their shared nostalgia for the early Kylie Cosmetics years.
Jenner also introduces an eyeshadow palette inspired by her teal hair from the same period, an unmistakable symbol of her King Kylie identity. The palette captures the era’s attitude, vivid, playful, and unapologetically expressive. A loose powder highlighter in the new shade 3 Strikes and a matching brush round out the lineup. The highlighter name pays tribute to “3 Strikes,” the song by Terror Jr. that once served as an unofficial anthem for Jenner’s beauty persona.
The accompanying campaign revisits the original lip gloss launch that helped establish Kylie Cosmetics as a major player in the industry. Jenner continues the story through a new music video released on Snapchat, connecting her current creative direction with her roots as one of social media’s earliest influencers.
When Jenner first launched Kylie Cosmetics, beauty culture looked completely different. The era of matte liquid lipsticks, sharp contours, and bold brows shaped the aesthetic of mid-2010s internet beauty. The King Kylie Collection embraces that nostalgia while reflecting Jenner’s growth as both a creative and entrepreneur. Her return as “King Kylie” is not just a look back, it’s a personal nod to the fearless 17-year-old who built a global brand from a single lip kit.
