Kylie Jenner is whisking fans away on a nostalgic journey through time. As her company, Kylie Cosmetics, approaches its 10th anniversary in November, Jenner decided to kick off the celebrations early by launching a brand-new makeup collection that pays homage to her fearless and eye-catching "King Kylie" era. This was a period when the reality TV star embraced daring hairstyles and a full-face glam look as her signature aesthetic.
In addition to unveiling a dedicated makeup line, which officially hits shelves on Saturday, Oct. 18, Jenner went all out to embody her former self, reviving one of her most iconic looks. Photos snapped of the star on Oct. 11 revealed her sporting teal tips on her jet-black hair, instantly transporting us back to the beloved dip-dye hairstyle trend of the 2010s. Now 28, Jenner rocked this style in 2014 (on a shaggy long bob, no less), alongside a host of other bold looks, including platinum blonde and baby pink hues, as well as her infamous turquoise Coachella wig.
"I changed my hair color like once a week and chopped it off, only to throw on a wig or pop in some extensions," she recounted to Harper's Bazaar in May, reflecting on her past dedication to switching up her hairstyles. "It's just a part of who I am..."
But Jenner didn't stop at her hair. She also donned a form-fitting tank top emblazoned with the word "King," paired with low-rise leather pants and open-toe heels, completing the throwback ensemble.
On Oct. 13, Jenner continued her nostalgic campaign with a promotional video serving as a sequel to her 2019 "Glosses" commercial. Mirroring her move from six years prior, Jenner set the clip to Terror Jr's track "3 Strikes," instantly taking everyone on a trip down memory lane to 2016. "I don't think people understand how iconic this is," one fan commented on YouTube.
Jenner first launched Kylie Cosmetics in 2015 with a line of lip liners and liquid lipsticks. At the age of 22, she sold a majority stake in the company to Coty, valuing the brand at nearly $1.2 billion. The brand underwent a relaunch in 2021, expanding its reach to the U.K., Europe, and Australia.
In an interview with WWD's Beauty Inc., the mother of two expressed her emotional connection to Kylie Cosmetics reaching its 10-year milestone. "I found my old phone from 2016, and there are these photos of me at 17, 18 years old, sitting on the factory floor creating my first eye shadow palette," she recalled. "I didn't think that far into the future when I was creating the brand — I wasn't thinking about 10 years later — so it is pretty surreal to be here."
And while her brand may be just a decade old, Jenner is always thinking about the long game, starting with who might take the helm one day. "After 10 years, I'm just still so excited to create," she shared in the interview published on Sept. 18, adding that it's her "dream" for her daughter Stormi, 7, to "take over" Kylie Cosmetics in the future. "I would love for this to be a legacy brand, and I'm working hard every day to set up that future."
