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Everything old is new again.
In an unexpectedly full-circle moment, Kylie Jenner this week relaunched her signature “Lip Kit” range and simultaneously made her music debut — all part of a carefully orchestrated return of her mid-2010s persona known as “King Kylie.”
The foundation of the move lies in the revival of her original product that helped catapult her brand Kylie Cosmetics into the beauty-world spotlight. In 2015 Jenner introduced matte lip-liner and liquid lipstick “Lip Kits” that became key to her rise; now, ten years on, she has resurrected the kits, including two of the original best-selling shades “True Brown K” and “Dead of Knight” as part of a limited-edition “King Kylie” collection.
The nostalgic relaunch is timed to coincide with Jenner’s first-ever feature as a vocalist on the electro-pop single “Fourth Strike” with the duo Terror Jr. In the song, Jenner adopts the King Kylie alter-ego, referencing the persona directly in lyrics and visuals. The track arrives as she celebrates the decade-mark of her cosmetics brand and taps into the same aesthetic-rich era that once defined her online presence.
“I’m incredibly proud to be celebrating 10 years of Kylie Cosmetics,”Jenner said in a statement. “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. I’m so excited to introduce my King Kylie Collection — it’s been amazing to look back at all my past looks and reflect on where it all started.”
Besides simply relaunching old shades, the campaign leans heavily into memorabilia: teal hair references, packaging nods to earlier formats and a visual world reminiscent of her earlier social-media era. The collection’s promotional visuals even repurpose the new single, including a commercial in which Jenner shows off her acting chops, playing a prisoner who has been just been released. Her mother, Kris Jenner, picks her up in a black convertible, and the pair drive off into the sunset.
Fans will soon be seeing more of Jenner’s acting when she appears in Charli xcx‘s upcoming A24 film “The Moment.” Directed by frequent Charli collaborator Aidan Zamiri, “The Moment” stars Jenner, alongside Alexander Skarsgard, Rachel Sennott, Shygirl and more.
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