Kylie Cosmetics: 10 Years Later — The Reign, The Risks & The Legacy
We were there at the start — when Kylie’s Kylie Jenner + Galore cover drop met Lip Kit mania — and now the brand’s 10th anniversary is more than just gloss and hype.
Life, Lip Kits, & Lessons: A Decade in Kylie
Ten years ago, in 2015, Kylie Jenner launched what felt like the perfect beauty hustle — lip kits that sold out faster than you could say “Kylie Jenner + Galore cover.” The world was changing, and Kylie hit the sweet spot between glam, social media drip, and that luxury-lite dream. But it has not always been smooth sailing. There were the near backlashes — price critiques, supply chain snags, competition catching up — and moments when the “brand vs. persona” blurred under public pressure. Yet, through it all, Kylie kept pushing boundaries: expanding into skincare, selling major stakes (looking at you Coty deal), and consistently proving that she’s not just about trends — she’s about legacy.
What’s New Now: The Future Blueprint
In her recent WWD interview, Kylie got real about what’s next. She shared her dream of Stormi Webster eventually taking over Kylie Cosmetics — not just as a namesake, but as a real heir to this beauty empire. She sees the brand growing into something modeled after longstanding legacy players — names like L’Oréal or Estée Lauder — brands that stand the test of time. Stormi already plays in makeup, joins her in glam rooms, and watches (and sometimes stars in) videos. It’s not just mother-daughter moments; it’s a moving image of business succession and legacy building.
Kylie’s success lies in a delicate balance of authenticity and expectation — her consistency in product design, shade ranges, and staying connected with her audience has often mattered more than splashy, one-off launches. Her brand has weathered disasters and scrutiny, but instead of retreating, Kylie leans in, addressing the noise and letting her audience in, even when things get messy. And at the core of her 10-year vision is a commitment to legacy: when Kylie talks about modeling Kylie Cosmetics after the great houses like L’Oréal or Estée Lauder, it isn’t just about prestige — it’s about sustainability, constant reinvention, and creating space for the next generation, with Stormi already being positioned as the natural heir. For Kylie, survival means more than staying on trend; it means becoming timeless.
