Kylie Jenner Reflects on 10 Years of Kylie Cosmetics
It’s been a full decade since Kylie Jenner first launched Kylie Cosmetics, and the milestone has brought her into a deeply reflective mood. Picture this: Kylie, now 28 years old, drops her daughter Stormi off at school, and then walks into her office where her three-year-old son Aire is happily running around. Between mom duties and business meetings, she’s looking back at the journey that started when she was just a teenager with a dream — and a lip kit.
Kylie Cosmetics was first introduced to the world in November 2015. Back then, there was no massive marketing campaign, no flashy billboard, not even a magazine spread. Kylie relied entirely on her Instagram, posting about her first three lip kits that sold out in seconds. What felt like a small experiment quickly exploded into a cultural moment. Those lip kits — matte liquid lipsticks paired with liners — became symbolic of an entire era of beauty, giving fans the power to create that bold, full-lip look that was everywhere in the mid-2010s.
Also Read:Looking back, Kylie admits she never imagined the brand’s future when she was sitting on a factory floor as a teenager, designing eyeshadow palettes. But here she is, 10 years later, heading one of the most recognizable beauty brands in the world. Over time, Kylie Cosmetics has grown far beyond its original drop model. From its $600 million Coty acquisition in 2019, to expanding globally into fragrance and everyday essentials, the brand has survived dips, reinventions, and a crowded field of celebrity beauty launches.
What’s helped Kylie stand out is her ability to connect with her audience. People literally grew up watching her evolve — from her “King Kylie” days with bright hair and edgy looks, to the businesswoman and mother she is today. That transformation, as beauty experts note, wasn’t just personal; it reshaped the beauty industry, proving the power of social media as a launchpad.
Today, Kylie is focused on the long game. The urgency and exclusivity of her early drops have given way to an emphasis on everyday beauty — products that people can reach for daily, whether it’s a tinted lip balm, a buttery glaze, or her newest fragrances. She acknowledges that trends have shifted away from the heavy, ultra-perfected 2016 makeup look, and toward minimalism and authenticity. In her words, beauty is now less about transformation, and more about self-expression.
Kylie Cosmetics is available in 65 markets worldwide, with strong growth in places like South Korea, Brazil, and India, while still thriving at home in the U.S. And for Kylie, the vision doesn’t stop here. She openly shares her dream that one day, Stormi will take over the company, turning it into a true legacy brand — something on the scale of an Estée Lauder. Until then, she continues building, creating, and, in her own words, keeping things light and fun.
After all, what started as a lip kit and an Instagram post has become a global beauty empire — and Kylie Jenner is just getting started.
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