Kylie Jenner marks a decade of Kylie Cosmetics with style, sisterly solidarity and celebrity support

19 October 2025

Kylie Jenner.  Phillip Faraone/Getty

On October 17 in Los Angeles, she hosted a celebratory pop-up event ahead of the brand’s official 10-year anniversary, which falls in November. The evening was less about business talk and more about milestone celebration a visual and cultural marker of how much has changed since the original launch of Kylie Cosmetics in 2015.

Stepping out in a striking pink latex dress and wig, Jenner revived the “King Kylie” persona that defined her early beauty-brand days. Her aesthetic nod was direct and personal: the bold color and form paid homage to the era when she first burst into the cosmetic world as a teen founder. By her side were her sisters Kim, Khloé and Kendall, her mother Kris Jenner and her partner Corey Gamble an all-in display of family unity and backing. Among the celebrity friends who showed up were Hailey Bieber and D’Lila and Jessie Combs, the teenage daughters of Sean “Diddy” Combs, underscoring the brand’s cultural connections.

In her Instagram message leading up to the event Jenner wrote that the King Kylie collection was “truly for you… You’re the reason my biggest cosmetic dreams came true, and I wouldn’t be here…10 years later! without your support.” The brand, which began as a simple lip-kit line, has grown into a global beauty company, eventually selling a majority stake to Coty for a valuation around $1.2 billion.

For Jenner this evening was more than a party, it was a statement of endurance and evolution. The beauty-industry landscape she entered at 17 is entirely different from the one she occupies today. Where once lip kits ruled and influencers were novel, now cosmetic lines are countless and beauty culture is everywhere. Her public gathering of industry names and family members signalled that her brand is not just surviving but still relevant.

The presence of her family at the event also speaks to the strategic architecture behind her success. The Kardashian-Jenner network has long transformed personal branding, reality-TV fame and social-media influence into commercial enterprise. Tonight, the affable crowd turned out not simply for Jenner’s brand but for the brand of the family: their faces, their platforms and their collective spotlight. Their appearance reminds us that Kylie Cosmetics is woven into a broader ecosystem of celebrity commerce.

On the product side the King Kylie collection draws directly from nostalgia while projecting into the future. The pink gamut, the latex motif, the high-glam presentation they all suggest a return to an era of bold brand identity. But at the same time Jenner’s acknowledgement of the fans makes the narrative inclusive it is not just about the star re-enacting her earlier self but about the community that made it possible.

Linked to the gathering and new product reveal is a cultural shift: ten years ago the beauty-industry rules were different exclusive drops, scarcity, cult social-by-appointment launches. Today, the challenge is to maintain relevance in a market overflowing with choices, where TikTok trends, fast-changing palettes and fleeting collaborations dominate. Jenner’s brand, by gathering star power and visual spectacle for this milestone, signals adaptability: it knows how to remind customers of the origin story while still producing new hooks.

As the celebration wound through red-carpet photos, influencer glimpses and social-media shares, one point stood clear: the anniversary is as much about reinvention as remembrance. Jenner looked back at what she built and looked ahead to what she still might become. For fans and competitors alike, the message is that ten years in this business for a founder-turned-icon is no small feat.

For the wider beauty business world this event serves as a kind of case study. A reality-TV star leveraged personal branding into a legacy business. That business reached nine digits in value. It invited not only industry acclaim but also public scrutiny of sustainability, authenticity and brand trajectory. Tonight, the gathering reaffirmed standing not just commercially but culturally.

Whether the King Kylie celebration will be remembered as a grand milestone or a turning-point launch depends on what comes next. The real question for Jenner is not only “how far have we come?” but “where are we going?” With family at her side and a brand in motion, the next decade begins tonight.