Kylie Cosmetics marks 10th anniversary with King Kylie relaunch

Kylie Jenner marked the 10th anniversary of Kylie Cosmetics on Oct. 17 with a Los Angeles pop-up event, a nostalgic product relaunch and a renewed embrace of her mid-2010s alter ego known as King Kylie. The mogul unveiled a limited-edition King Kylie collection that revives signature lip kits and other early bestsellers, performed vocals on a new single and presented multiple vintage-era looks at the celebration.

The pop-up, the brand's first in several years, served as both an exhibition and a shop, tracing Jenner's trajectory from her original lip kits to the new King Kylie line. The collection includes reissued matte lip kits in original shades such as True Brown K and Dead of Knight, metallic glosses and a throwback eyeshadow palette, with packaging and visuals that reference the brand's early imagery. Jenner said in a statement, "I'm incredibly proud to be celebrating 10 years of Kylie Cosmetics," and described the King Kylie Collection as a look back at "where it all started."

The anniversary weekend mixed product promotion with entertainment. Jenner provided vocals on "Fourth Strike," a new electropop single by the duo Terror Jr., in which she adopts the King Kylie...