Kylie Cosmetics brings back iconic lip kits for 10-year anniversary

Kylie Cosmetics just brought back its iconic lip kits Oct. 18, 2025 to celebrate the brand’s 10-year anniversary – and if you’re wondering when Kylie Cosmetics lip kits restock, the King Kylie Collection dropped at 12 PM PST with discontinued shades True Brown K and Dead of Knight making their return. Kylie Jenner announced the nostalgic launch Oct. 12, wiping her brand’s Instagram feed to just 13 posts and reviving her signature teal hair from the era when lip kits sold out in minutes. Here’s why this throwback matters for beauty fans who’ve been waiting a decade.

How Kylie Cosmetics Revived The King Kylie Era For Its 10th Anniversary

The King Kylie Collection hit shelves Oct. 18 at 12 PM PST, bringing back the discontinued matte lip kit shades that defined 2015 beauty trends. Kylie Jenner launched the collection exclusively on KylieCosmetics.com, featuring updated formulas of True Brown K and Dead of Knight, plus two brand new shades called A Decade and Kylie Jenner Lips. The brand’s original lip glosses Like and Literally returned in reimagined lip glaze formula with edgy skull-shaped packaging, alongside a new chrome glaze called She’s Back.

This launch marks exactly 10 years since Kylie Jenner debuted her first three lip kits on Nov. 30, 2015 at just 18 years old. Back then, the brand produced only 5,000 units of each $29 shade, and they sold out in under a minute, crashing the website. Cosmetics Business reported that during the King Kylie era of her late teens and early twenties, the lip kits became such a phenomenon that resellers were charging up to $300 on eBay for a single kit.

“I’m incredibly proud to be celebrating 10 years of Kylie Cosmetics. I’ve loved makeup for as long as I can remember, and I’m so grateful that I have the opportunity to create and share products I use every day with my fans worldwide.”

The collection also includes an eyeshadow palette inspired by Kylie’s vibrant hair colors from that era – featuring blue, purple, teal and silver sparkly shades – plus a loose powder highlighter called 3 Strikes, named after the Terror Jr. song that scored her original campaign. And here’s why this matters: Kylie didn’t just relaunch products, she recreated the entire aesthetic that made Kylie Cosmetics a household name, complete with her iconic teal ombré hair she debuted Oct. 14.

What The King Kylie Collection Launch Means For Beauty Fans

This anniversary launch represents more than nostalgia – it’s a strategic move by a brand that’s seen e-commerce sales drop from $68.7 million in 2017 to a projected $29 million by 2024, according to Statista. The King Kylie era was when Kylie Cosmetics dominated social media and defined what makeup artist Erin Parsons calls “2016 makeup” – the full-face matte look that you could fake lip filler with. By bringing back these original shades, Kylie’s banking on the power of the “King Kylie” persona that helped her brand cross $420 million in retail sales by June 2016.

For you as a fan, this means access to reformulated versions of products that haven’t been available since the brand’s early days. The new lip kits feature the same ultra-matte finish that made the originals famous, but with updated formulas that address the dryness issues some users reported back in 2015. You’re getting the nostalgia factor combined with modern cosmetic technology, all at the original $29 price point that made these kits accessible to Kylie’s Gen Z fanbase.

The marketing rollout has been massive. Kylie wiped her brand’s Instagram feed down to just 13 posts – a mix of original content from 2015-2017 and new King Kylie shots – following the trend of brands like Gucci erasing their feeds for major relaunches. She also released a sequel music video called “Glosses Part 2: King Kylie Returns” on Snapchat, featuring her first official singing debut with Terror Jr. on the track “Fourth Strike.” The video shows her getting arrested for “being the baddest b*tch on Earth” and flipping the cosmetics industry, before getting picked up by her mom Kris Jenner in a Rolls-Royce.

The stakes are high for Kylie Cosmetics. After Coty Inc. acquired a 51% stake in the brand for $600 million in November 2019, valuing it at $1.2 billion, the company has faced intense competition from newer celebrity beauty brands like Rare Beauty and Rhode. This nostalgic relaunch is Kylie’s attempt to recapture the lightning-in-a-bottle moment that made her the youngest self-made billionaire and to reconnect with the fans who made her brand a phenomenon.

The Complete King Kylie Collection Product Breakdown

Here’s exactly what dropped in the King Kylie Collection on Oct. 18, with each product designed to transport fans back to 2015 while delivering modern performance. The collection spans lip products, eyeshadow, and highlighter, all packaged with the edgy aesthetic that defined the King Kylie era.

Product	Shades/Details	Significance
Matte Lip Kits	True Brown K, Dead of Knight, A Decade, Kylie Jenner Lips	First two are discontinued 2015 originals; last two are brand new anniversary shades
Lip Glazes	Like (glossy pink), Literally (mauve), She’s Back (chrome)	Original 2015 gloss shades in new formula with skull-shaped packaging
King Kylie Eyeshadow Palette	Blue, purple, teal, silver sparkly shades	Inspired by Kylie’s signature colorful hair from the King Kylie era
Loose Powder Highlighter	3 Strikes shade with matching brush	Named after Terror Jr. song from original 2016 campaign music video

Each product in the collection was designed to evoke specific memories from the brand’s early days while incorporating formula improvements based on 10 years of customer feedback. The matte lip kits still deliver the same ultra-long-wearing finish that made them famous, but the updated formulas address concerns about dryness that some users experienced with the originals. The packaging maintains the signature Kylie Cosmetics drip aesthetic that’s been consistent since 2015, ensuring instant recognition for longtime fans.

What To Watch For In The Next 30-90 Days

The success of the King Kylie Collection will be measured over the next few months, and there are several key indicators that’ll tell us whether this nostalgic gambit pays off for Kylie Cosmetics. Industry watchers are tracking these signals closely as the brand attempts to reverse its declining e-commerce trajectory.

• Immediate sellout speed – If the collection sells out in minutes like the original 2015 launch, expect restocks by Nov. 1, 2025 and potential expansion of the King Kylie line into holiday releases
• Social media engagement metrics – Kylie’s Instagram announcement already hit 3.2 million likes as of Oct. 15; watch for whether this translates to sustained brand momentum through December 2025
• Q4 2025 revenue impact – Analysts will compare Oct-Dec 2025 sales against the same period in 2024 to see if nostalgia marketing can reverse the brand’s multi-year decline
• Celebrity collaboration announcements – If successful, expect Kylie to leverage the King Kylie momentum for strategic partnerships or additional throwback collections by Jan. 2026

The timing of this launch matters. Dropping Oct. 18 positions the collection to capture early holiday shopping momentum, with potential for the products to become gift favorites through Black Friday and Cyber Monday. If Kylie Cosmetics can convert this nostalgia wave into sustained sales, we may see more brands in the beauty space mining their archives for anniversary relaunches – a trend already set by legacy fashion houses like Louis Vuitton under Pharrell Williams.

Will Nostalgia Save Kylie Cosmetics Or Is This A One-Time Spike?

The real question facing Kylie Cosmetics is whether the King Kylie Collection represents a sustainable comeback strategy or just a temporary boost in a market where the brand has lost significant ground. With online sales dropping by more than half since 2017 and fierce competition from Selena Gomez’s Rare Beauty and Hailey Bieber’s Rhode, this anniversary launch needs to do more than just generate buzz – it needs to convert nostalgia into long-term customer retention.

Celebrity makeup artist Erin Parsons told WWD that Kylie Jenner is “one of the few faces that define the beauty of the 2010s decade,” suggesting that the King Kylie era has genuine cultural staying power. The brand’s challenge is translating that cultural moment into modern relevance when makeup trends have shifted away from the full-face matte looks that made the original lip kits famous. Beauty consumers in 2025 are prioritizing clean ingredients, sustainability, and multi-use products – areas where Kylie Cosmetics will need to evolve beyond just mining its past.

The King Kylie Collection also serves as a test case for whether celebrity beauty brands can successfully resurrect their founding eras. Kylie has diversified into skincare with Kylie Skin, fragrance with Cosmic, fashion with Khy, and even launched Sprinter vodka sodas in 2023. But Kylie Cosmetics remains her signature venture – the one that made her the youngest female billionaire and the brand most associated with her name. Can nostalgia alone revive a brand in decline, or does this launch mark the beginning of a broader reinvention strategy that balances heritage with innovation? That’s the question beauty industry analysts will be watching as sales data rolls in through the end of 2025.

Sources

• Cosmetics Business – Coverage of King Kylie Collection launch and 10th anniversary details
• TheIndustry.beauty – Exclusive interview quotes with Kylie Jenner on anniversary celebration
• WWD – Historical context on Kylie Cosmetics’ 10-year evolution and revenue milestones