You remember the teal hair. The 2015 Instagram filters. The absolute chaos of trying to refresh a website at 3:00 PM PST only to see "Sold Out" in big, red letters before you could even click your cart. It’s been over a decade since the first Kylie Jenner brand makeup hit the scene, and honestly, the conversation around it has changed a lot. People love to say the brand is in its "flop era," but if you look at the actual numbers and the recent "King Kylie" revival, it’s clear that things are way more nuanced than just a decline.
The truth is, Kylie Cosmetics isn't just a liquid lipstick company anymore. It’s a massive, Coty-backed powerhouse that has had to reinvent itself multiple times just to keep from being buried by the "clean girl" aesthetic and the rise of celebrity competitors like Rare Beauty.
The Secret Evolution of the Formulas
Most people still think the Kylie Jenner brand makeup they buy today is the same stuff that launched in 2015. It isn't. Not even close. Back in the day, the Lip Kits were notorious for being so dry they’d practically crack your lips in half. They were produced by Seed Beauty (the same folks behind ColourPop), which led to years of rumors that they were just $29 versions of $6 lipsticks.
Everything changed in 2021. After Coty Inc. bought a 51% stake for a cool $600 million, they did a massive global relaunch. They went completely vegan and "clean." This wasn't just a marketing gimmick; they had to remove over 1,600 potentially irritating ingredients to meet new European standards and appeal to Gen Z.
If you haven't tried the new Matte Liquid Lipstick formula, it’s weirdly different. It’s thinner. It’s less "paint-like." Some OG fans hate it because it’s not as bulletproof as the original, but for anyone who doesn't want their lips to feel like a desert, it’s a huge improvement. The Precision Pout Lip Liner is probably the sleeper hit of the whole brand right now—it’s a wooden pencil, not a plastic twist-up, which gives you way more control for that overlined look Kylie basically invented.
📖 Related: Kendra Wilkinson Photos: Why Her Latest Career Pivot Changes Everything
Why the King Kylie Revival Actually Matters
Lately, Kylie has been leaning hard into nostalgia. In early 2026, we’ve seen the "King Kylie" collection take over TikTok. It’s kind of a genius move. She’s tapping into the 2014-2016 Tumblr-era aesthetic because, let’s be real, the "clean girl" look is starting to feel a bit boring to some.
Bringing back shades like "Dead of Night" and "True Brown K" isn't just about selling old colors. It’s about community co-creation. She actually polled her fans on Twitter and Instagram to see what they wanted back. This kind of direct feedback loop is why the brand manages to stay in the conversation even when critics say it's over.
The Real Bestsellers in 2026
If you walk into an Ulta Beauty at Target today, you’re going to see a much wider variety than just lip products. Here’s what’s actually moving the needle:
- Skin Tint Blurring Elixir: This is their answer to the skin-first trend. It’s light, fluid, and actually stays on.
- Cosmic Kylie Jenner 2.0: Fragrance has become a massive part of the business. The second iteration of her perfume is currently everywhere.
- Power Plush Longwear Concealer: 40 shades. It’s a legitimate competitor to high-end brands like Tarte or NARS.
- Gloss Drip: Because the super-matte look isn't for everyone anymore. This stuff is thick, juicy, and very 2026.
The Business Reality: Is it Still a Billion-Dollar Brand?
There was that whole mess with Forbes a few years ago where they stripped her billionaire title, claiming the tax documents were inflated. It was a huge scandal. But let’s look at the facts. Coty’s 2024 and 2025 filings show that their Prestige division—which includes Kylie—is growing. Revenue for that sector rose by double digits recently.
👉 See also: What Really Happened With the Brittany Snow Divorce
The brand has expanded into 65 countries. You can find Kylie Jenner brand makeup in Harrods in London, Sephora in India, and Douglas in Europe. While the "hype" might not be as loud as it was during the 2016 pop-up shop days, the distribution is ten times larger. It’s moved from a "scarcity" model to a "convenience" model. You don't have to wait for a drop anymore; you can just grab a lip kit while you're buying paper towels at Target.
The Criticism That Won’t Go Away
It hasn’t been all sunshine and lip gloss. The brand still faces a lot of heat. If you look at Trustpilot or Reddit, the complaints are consistent: shipping delays, customer service that feels like a brick wall, and the "celebrity tax."
A lot of people feel like they’re paying $35 for a lip kit when they could get something similar from ELF or NYX for $12. And honestly? They’re not entirely wrong. You are paying for the name, the packaging, and the specific "Kylie" shades that are surprisingly hard to dupe perfectly. The "Bare" and "Kylie" shades have a very specific undertone that works for a huge range of skin tones, which is why people keep coming back.
There’s also the "passion" argument. Some fans feel like Kylie isn't as "into it" as she used to be. She’s a mom of two now; she’s running Kylie Skin, Kylie Baby, and her clothing line, Khy. When she posts a TikTok "Get Ready With Me" using her own products, sometimes it feels authentic, and other times it feels like a mandatory ad.
✨ Don't miss: Danny DeVito Wife Height: What Most People Get Wrong
Actionable Tips for Buying Kylie Cosmetics
If you’re thinking about diving back into the brand, don’t just buy the first thing you see. Here is how to actually get your money’s worth:
- Wait for the Ulta Sales: Kylie Cosmetics goes on 21 Days of Beauty sales at Ulta all the time. Never pay full price for a lip kit if you can help it.
- Check the "Clean" Expiry: Because the formulas are now "clean" and vegan, they don't have the same heavy preservatives as the old stuff. They will go bad faster. Don't hoard them for three years like we did in 2016.
- The Lip Liners are the Real Winners: If you only buy one thing, make it the Precision Pout Lip Liner. It’s better than most high-end liners that cost $10 more.
- Skip the Brushes: Historically, the brushes have been the most criticized items for their price vs. quality. Stick to the color cosmetics.
The landscape of Kylie Jenner brand makeup has shifted from a cult-like obsession to a staple prestige brand. It might not have the same "cool factor" it did when we were all obsessed with King Kylie the first time around, but its ability to survive the brutal cycle of beauty trends says a lot about its staying power. Whether it's through nostalgia or massive retail expansion, Kylie is still very much in the game.
To get the most out of the current lineup, start by testing the Skin Tint in-store to find your match, as the "100% color match" claims online can be hit-or-miss depending on your undertone. From there, you can see if the new, cleaner formulas actually live up to your 2016 memories.