Kylie Makeup was renamed Kylie Cosmetics in 2016, from its original “Lip Kit,” which launched in 2014. This change coincided with Kylie’s passion for makeup and her strive for independence during her early adult years. To celebrate the brand’s upcoming tenth anniversary, Kylie Jenner combined her most famous era, “King Kylie,” to revitalize her cosmetic company, leveraging her past fame from 2016 as a “nostalgic frenzy,” in hopes of bringing back the brand that is Kylie Cosmetics. She quickly established a pop-up store in Hollywood, LA, on October 18, 2025, inviting hundreds of fans to be among the first to purchase her new King Kylie cosmetic set. The pop-up store, combined with her new featured song, “Fourth-Strike,” as well as other advertisements, made her anniversary cosmetics a complete success, with most items sold out on her website.
However, some critics believed that Kylie Jenner’s new cosmetic set is just a cash grab, noting that the anniversary revival of the “King Kylie” era might be a response to falling revenue for her makeup brand. Athena Halpern, a freshman, stated, “She is trying to get people to buy it because it’s under a new brand, and when people see something new and trendy, they want to buy it.” Halpern makes an interesting statement about consumerism and its incentive to purchase items that are trending. Kylie Jenner might try to capitalize on these incentives as much as possible, as freshman Samara Attie describes her products as “overpriced.” Whether her cosmetics are a cash grab, Kylie Jenner stirred the internet into a frenzy, going all out on King Kylie Cosmetics in 2025.
