King Kylie: An Era

Lip kits, bold wigs and rebellious energy is what Kylie Jenner was giving us back in 2016 during her iconic era of transforming beauty culture and reshaping common beauty standards.
Kylie Jenner has given us many different eras throughout the years, however a fan favorite has always been during her iconic “King Kylie” Tumblr era in 2014-2016 when she really started experimenting with her style.
Due to her overall family fame, Jenner has always had constant eyes on her, so her sudden style change at 16 was not something seen as small.
While her sisters were known for their polished glam looks and luxury fashion, Jenner leaned into a more edgy and vibrant style, which was how she aimed to separate her identity from the rest of the Kardashian-Jenner family.
Fans considered her more genuine and candid during this era because she overshared on social media platforms, creating for herself the perception of a “wild” and “carefree” lifestyle that many other teens saw as inspiration.
The King Kylie aesthetic became the blueprint for early influencer culture, as fans recreated her selfies, captions, and even her mirror poses.
However, by late 2015, a new era arose and Jenner evolved into “Businesswoman Kylie.”
She started capitalizing on the speculation around her lips and launched her first lip kits, and by February of 2016, she launched her brand, Kylie Cosmetics.
As she built her beauty empire, she retired the beloved “King Kylie” identity.
Jenner used everything she built during the “King Kylie” era – her confidence, aesthetic, and online power– to transform herself into the beauty mogul she is today.
Now in 2025, ten years after King Kylie struck the world at its peak, Jenner decided to make a grand comeback with new merch and beauty products, and even a new song.
Kylie Cosmetics dropped a special limited-edition “King Kylie Collection” that focuses heavily on the visuals, colors, and attitude of her early teenage years.
She also released bold visuals with teal dip-dyed tips in her hair, a neon pink wig, full leather and latex outfits, and promotional campaign styling that harks back to her mid-2010s aesthetic.
There was also a pop-up in West Hollywood from Oct 18th to the 26th, enabling in-person fan experiences, letting supporters embody the “King Kylie” vibes from ten years ago.
Beyond makeup, she’s tying in a music drop with her debut song Fourth Strike, which is a play-on-words.
Artist Terror Jr had a previous track called “3 Strikes,” which Jenner had used in a commercial for her beauty line in 2016. When the original song first dropped, there were rumours Jenner sang on “3 Strikes” but she denied it then.
Almost a decade later, Jenner used the track as part of the campaign for her brand’s ten-year anniversary via the new collection tied into that era.
Lastly, Jenner dropped a line of merchandise with shop “Arthur George” with pieces saying “KING” and even items with just a picture of her face on it.
Jenner’s business strategy appears to be blending nostalgia and exclusivity to revisit the style that made her brand popular a decade ago, as she’s giving fans limited-edition drops that feel collectible and timely.
The 2025 “King Kylie” rebrand perfectly combines her past and present, blending the carefree teenage image that made her relatable with the power she’s gained as a billionaire businesswoman over the years.
Jenner’s “King Kylie” rebrand is iconic because it’s not just a comeback, but rather it’s a rebirth of the digital persona that shaped a generation of online beauty and fashion culture.