Kylie Cosmetics — the original Gen Z celebrity beauty brand — is turning 10.
Founded by influencer and reality television star Kylie Jenner in 2015, the brand has evolved from its original trio of lip kits into a full-fledged product line spanning cosmetics, skin care and, most recently, fragrance.
As Kylie Cosmetics approaches the decade mark this November, WWD Beauty Inc looks back at the brand’s — and Jenner’s — evolution.
2015
Jenner’s “King Kylie” era begins, marked by the star’s oft-dyed locks, edgy style signatures and rapidly mounting Instagram influence.
Kylie Jenner
Jon Kopaloff/FilmMagic
Eighteen-year-old Jenner debuts Kylie Cosmetics, then called Kylie Lip Kits, with three liquid lipsticks and corresponding liners in shades Dolce K, Candy K and True Brown K, priced $29 each. The drop, which includes 5,000 units of each shade, sells out within seconds.
Kylie Cosmetics OG lip kits.
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2017
By June, Kylie Cosmetics — which has expanded to include eye shadows, makeup brushes, highlighters and more — crosses the $420 million retail sales mark.
Kylie and Kris Jenner in 2017.
Rainer Hosch/WWD
2018
Kylie Cosmetics inks its first major retail partnership, with Jenner announcing via then-Twitter that the line will enter all Ulta Beauty stores timed to the holiday season.
Kylie Jenner’s 2018 post on Twitter announcing her Ulta partnership.
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2019
Coty acquires a 51 percent majority stake in Kylie Cosmetics in a $600 million deal valuing the brand at $1.2 billion.
2022
Jenner becomes the first woman to reach 300 million followers on Instagram and ranks as the most-followed woman on the platform.
2023
Jenner emerges as a front-row fixture at fashion week, sporting a particularly internet-breaking lion-head gown at Schiaparelli’s fall couture show in Paris.
Kylie Jenner at Schiaparelli’s fall 2023 couture show.
Stephane Feugere/WWD
In November, Jenner debuts Khy, a 12-piece apparel line inspired by the mogul’s own personal style, with second and third drops launching in succession the same year.
Khy’s recent Poster Girl collaboration.
2024
Kylie Cosmetics enters fragrance with Cosmic by Kylie Jenner, a $64 vanilla- and amber-infused scent, which was the number-one new women’s fragrance launch during the first quarter, per Circana.
Cosmic by Kylie Jenner
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In October, Jenner makes her first Paris Fashion Week runway appearance at Coperni’s spring 2025 fashion show at Disneyland Paris, generating nearly $17 million in media impact value for the brand.
Kylie Jenner walks the runway during the Coperni spring 2025 show at Disneyland Paris.
WireImage
2025
In June, Kylie Cosmetics nets its most-viral month since 2020, reaching $21.1 million EMV driven by creator content around the brand’s Cosmic fragrances, matte lip kits and Dew Balm Stick.
Kylie Cosmetics Cosmic 2.0
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