King Kylie has Returned
In honor of the 10 year anniversary, Jenner is bringing back the products that made Kylie Cosmetics iconic.
BY Ella Barchie ★ November 10th, 2025
Design by: Tess Cosgrove
She’s back! In honor of the ten year anniversary of her cosmetics line, Kylie Jenner is reviving her “King Kylie” era with the relaunch of some of the original Kyle Cosmetics products. This line features four “lip kits” (matching liquid lipstick and lip liner) in two discontinued and two new shades, two original lip gloss shades and one new one, a new eyeshadow palette and a loose powder highlighter with a matching brush.
So, what is the “King Kylie” era anyway? And what makes it so important that Jenner felt the need to bring it back? “King Kylie” was the name Jenner’s fans referred to her as in 2015, inspired by her Instagram handle @kingkylie, which she changed to match her then-boyfriend Tyga’s handle - “King Gold Chains.” From there, “King Kylie” became specific to Jenner’s grungy aesthetic of the mid-2010s. This included colorful wigs, thick eyebrows, heavy eyelashes, graphic tees, and most importantly, her overlined matte lips.
Her “perfectly pouty” lips were what made Kyle Cosmetics and “King Kylie” so big - and why Jenner decided to bring it back. At the start of the “King Kylie” era, her lips seemed to change from thin to full overnight, which caught the attention of the internet. The popularity of her lip look was what led to her launching her line of “lip kits.” According to CR Fashion Book, the first collection sold out in under a minute, which led to the establishment of a whole brand from a one-off makeup release.
But this success hasn’t continued to follow Kylie Cosmetics. In March of 2019, Forbes Magazine listed Jenner as a self-made billionaire after she sold a 51% stake of her company to Coty for $600 million. The following year, Forbes revoked the title, saying she and her family had gone to great lengths to make the company appear more profitable than it actually was. Even after Jenner gained $340 million after taxes from sales, her net worth was under $900 million.
Jenner may be trying to recover from this by reviving her initial fame in the cosmetics industry. If this renewed era proves as successful as the last, then expect Jenner to hold on to her “King Kylie” crown for many more years to come.
Edited by: Alexa Murland