As 2016 beauty trends resurface, Kylie Jenner marks 10 years with ‘King Kylie’ return

KUALA LUMPUR, Jan — As 2016 beauty trends make a comeback online, Kylie Jenner is revisiting her defining “King Kylie” era to mark 10 years of Kylie Cosmetics, rolling out a limited-edition anniversary collection that nods to the looks that helped launch her beauty empire.

The King Kylie Collection revisits the brand’s early hero products with updated formulations and packaging that reference its beginnings.

The release comes as mid-2010s beauty moments — from matte lips to high-shine shimmer — continue to resurface on social media, driven by nostalgia and the ongoing revival of Y2K aesthetics.

In a press statement, the collection was also said to be a reminder of the early days of the brand, when beauty trends were inseparable from the era’s playful digital culture — think Snapchat filters, glossy lip selfies, and bold, Instagram-ready colour.

Kylie Cosmetics first made waves in 2015 with its Matte Lip Kit, which quickly became a viral sensation and helped establish the direct-to-consumer model that would later become a standard in the beauty industry.

Over the past decade, the brand has expanded into colour cosmetics, skincare and fragrance, and is now available in more than 50 countries.

King Kylie stamp: The Snapchat logo on her product nods to her playful, digital-era roots and viral beauty moments.

For Malaysian fans, the limited-edition collection will be available via Sephora Malaysia’s online store from Jan 1, with a wider retail rollout expected to follow.

Highlights include the King Kylie Eyeshadow Palette, featuring 10 shimmery shades inspired by Jenner’s iconic hair colours during her breakout years, and the return of the Matte Lip Kit in four limited-edition shades, including shades inspired by the original launch.

“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.”

The anniversary collection also includes a series of nostalgic packaging details, bringing back the original Kylie Cosmetics logo and playful motifs that fans will recognize from the brand’s first releases. Each product is designed to evoke the excitement of discovering Kylie Cosmetics for the first time, blending modern formulations with vintage appeal.

Beauty influencers and fans have already taken to social media to express their excitement, sharing glimpses of the new collection and recreating iconic 2016 makeup looks. Many are highlighting the mix of matte and shimmer finishes, which capture the era’s signature aesthetic while offering a contemporary twist.

In addition to eyeshadow and lip kits, the King Kylie Collection features limited-edition blushes, highlighters, and mini skincare sets. These items are meant to provide a full throwback experience, allowing makeup enthusiasts to experiment with layered textures and bold colour combinations that were hallmarks of mid-2010s beauty trends.

The brand has also emphasized sustainability in this launch, noting that the new packaging uses recycled materials where possible and incorporates eco-conscious practices in its production process. This approach aligns with Kylie Cosmetics’ broader goal of marrying nostalgia with modern values, appealing to longtime fans and new customers alike.

Industry analysts note that this milestone release is as much about celebrating Kylie Jenner’s entrepreneurial success as it is about makeup trends. The King Kylie Collection reinforces the brand’s influence in shaping direct-to-consumer beauty marketing, social media-driven campaigns, and viral product launches. It also reflects how nostalgia can drive engagement and sales in today’s competitive cosmetics market.

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#KylieJenner #KylieCosmetics #KingKylie #MakeupTrends #Y2KAesthetic #MatteLipKit #EyeshadowPalette #BeautyAnniversary #SephoraMalaysia #BeautyNostalgia