Kylie Cosmetics is transporting fans back to its roots as founder Kylie Jenner brings back some of her most iconic skus from the vault to mark the brand’s 10th anniversary.
The King Kylie Collection, which launches on 18 October, will see updated versions of the brand’s earliest collections from 2015 make a comeback with updated formulas.
Jenner’s King Kylie era, which embodied her late teens and early 20s, was a driving force for the brand in its earlier days, when her lip kits would sell out in minutes.
Now, a decade later, the brand is re-embracing the aesthetic that helped solidify its standing in the beauty industry, combining a sense of nostalgia with updated formulas and refreshed branding.
The collection includes Matte Lip Kits in discontinued shades True Brown K and Dead of Knight, as well as two new launches: A Decade and Kylie Jenner Lips.
Original lip glosses, Like and Literally, have also been reimagined in a new Lip Glaze formula with skull packaging, along with new shade She's Bag.
The collection features an eyeshadow palette, with shades inspired by Jenner’s teal hair at the time.
It also includes a loose powder highlighter in new shade 3 Strikes, named after the Terror Jr. song that became a soundtrack for the King Kylie era, and a highlighter brush.
The throwback collection is accompanied by a campaign centered around the original lip gloss launch, continuing the story as Jenner stars in a second part to the campaign music video – which she launched exclusively on Snapchat.
The brand also followed other companies’ marketing stunts by wiping its Instagram feed ahead of the relaunch, archiving all posts except 13.
The remaining images include a mix of early posts from the brand (2015 to 2017), as well as shots from the upcoming King Kylie collection.