King Kylie Reclaims her Throne

A decade after launching Kylie Cosmetics, Kylie Jenner revives her “King Kylie” era — teal hair, attitude, and all.

BY Katie Eisenhauer ★ November 2nd 2025

Design by: Claire West

Taylor Swift is back in the studio with Max Martin and Shellback, bondage dresses are trending, Donald Trump is president, and King Kylie reigns over social media once again. Suddenly, it feels like 2016.

Kylie Jenner teased the return of King Kylie with a 15-second video showing her handcuffed and escorted by guards. As the camera pans up, flashes of her signature teal hair peek through—a direct nod to one of her most iconic looks. The clip ends with a QR code stamped with the Snapchat logo. Just like in 2016, Jenner is using Snapchat to unveil her latest Kylie Cosmetics drop. This 10-year anniversary collection marks a full-circle moment for the brand—and for fans, it’s a reminder of everything that made the original King Kylie era unforgettable.

History of an Icon

Kylie Jenner introduced her “King Kylie” persona in 2014, at just 17 years old. At the time, she was dating rapper Tyga — a relationship that played out publicly across tabloids and social media.

The King Kylie era was defined by bold self-expression. Jenner started wearing long, brightly colored wigs — often styled in traditionally Black hairstyles like cornrows — paired with her signature matte makeup: overlined nude lips, heavy contour, and sharp brows. 

In a 2018 People interview, Tyga claimed partial credit for inspiring this persona, saying he encouraged Jenner to embrace styles tied to Black culture. “If you ain’t got Black people behind you, you ain’t got nothing,” he said.

The King Kylie persona thrived on Snapchat and Tumblr, giving fans a glimpse into Jenner’s glossy teenage life. And, of course, Kris Jenner knew how to turn a moment into a movement. On November 30, 2015, Kylie launched Kylie Cosmetics with her first matte lip kit — announced to the song “3 Strikes” by Terror Jr.

The Collection

The teaser, posted to Jenner’s Instagram on October 11, opens with Kylie walking out of a faux prison toward a sleek black Rolls-Royce driven by her mother. She’s wearing the original tan snakeskin outfit from her 2016 Glosses video. As she nears the car, Jenner tosses a dirty-blonde wig and Louis Vuitton scarf into the backseat — exact replicas of the ones she wore nine years ago.

Before they speed off, the glove box drops to reveal the new King Kylie Collection, launching October 18. Inside: an eyeshadow palette designed like a California license plate reading “KNGKYLIE.” The palette opens to ten bold, shimmery shades inspired by Jenner’s most iconic wigs.

Four discontinued matte lip kits make their return, joined by three new glosses. The packaging revives the original King Kylie aesthetic—glossy black drips, neon lettering, and unapologetic attitude. Completing the set is a luminous highlight powder paired with a teal-haired makeup brush.

This collection signals the end of the “clean girl” era—and if anyone can bring back maximalism, it’s Kylie Jenner.

“Fourth Strike,” by King Kylie

“Oh baby, you can’t stay mad at me,” Jenner sings in the opening line of her first official song. The callback is deliberate: in 2016, she used the track “3 Strikes” in her original Glosses video, sparking rumors that the breathy, mysterious vocals belonged to her. Though Jenner denied it at the time, she’s now leaning into the myth — producing her own track for GLOSSES PART 2: KING KYLIE RETURNS.

When the new video dropped, fans didn’t initially realize Jenner had recorded a song to accompany it. The sultry, whisper-pop vocals — what some fans dubbed “ASMR pop” — quickly reignited speculation that Jenner herself was behind the mic. It wasn’t until shortly after the video’s release that she confirmed a collaboration with Terror Jr, closing the loop on one of her most talked-about pop culture rumors.

Fans Reactions

Not every Kylie Jenner release is met with praise — and this one is no exception. Some fans argue she isn’t “fully committing” to the 2016 King Kylie look, pointing to her minimal makeup. The straight-lined brows and soft contour hint that the “clean girl” still lingers. Real ones remember King Kylie for her razor-sharp arches, overlined lips, and dark, smoky eyes.

Others are calling her out for once again appropriating Black culture. Critics note that without the Black women who once surrounded her, Jenner lacks the source of many of her early influences. Her original King Kylie era drew inspiration from her then-boyfriend Tyga’s partner, Blac Chyna — the mother of Tyga’s son, King Cairo. The Kardashian-Jenner family’s early 2010s aesthetic has long been intertwined with Black culture, from beauty trends to fashion choices.

Still, many fans are embracing the return of this iconic era — one defined by Kylie’s carefree confidence, chaotic creativity, and willingness to reinvent herself. Whether it’s nostalgia or marketing genius, King Kylie is back, and she knows exactly what she’s doing.

Edited by: Juliet Seith & Remi Turner