Kylie Jenner and 10 Years of Kylie Cosmetics: How a Teenage Dream Became a Beauty Empire

Ten years ago, three modest sets of matte lipsticks with matching pencils changed the rules of the game in the beauty industry. Back then, 18-year-old Kylie Jenner took a risk and launched the Kylie Lip Kits — sparking a phenomenal frenzy. Seconds later, everything was sold out. Today, celebrating the tenth anniversary of Kylie Cosmetics, Kylie graces the cover of WWD Beauty Inc. — no longer as a young influencer, but as the owner of a billion-dollar brand.

5,000 kits at $29 each. Dolce K, Candy K, and True Brown K. The internet exploded, and the beauty world realized: a new era had begun — an era where social media sets the trends, and Kylie becomes an iconic figure in digital marketing.
A year later, the brand’s lineup expanded to include eyeshadows, highlighters, brushes, and accessories. By summer, the company had recorded $420 million in sales — and that was just the beginning.

2019 proved to be a turning point. Giant Coty Inc. acquired 51% of Kylie Cosmetics for $600 million, valuing the company at $1.2 billion. It was the first time a traditional beauty powerhouse recognized the strength of a brand built by an influencer.

Since then, Kylie Cosmetics has ceased to be just a “blogger’s brand” and has become a global player.

Kylie didn’t stop at makeup. The line expanded to skincare products, and in 2024, her first fragrance — Cosmic by Kylie Jenner — became an instant hit.

In 2025, Jenner walked the runway at Coperni in Paris, an appearance that generated $17 million in media impact for the brand. Her parallel project — fashion label Khy — is also steadily gaining momentum.

In ten years, Kylie has gone from a teenager experimenting with lipsticks to a woman for whom beauty is a language, a form of communication, and a mode of self-expression.

“I realized that Kylie Cosmetics isn’t just about products. It’s about trust, it’s about connecting with people who share my vision,” Jenner admits.