King Kylie Is Back And So Is Gen Z's Soft Spot for 2010s Glam

Kylie Jenner just turned the beauty world teal blue again. The mogul has officially revived her King Kylie era with the October 18 launch of a limited-edition collection celebrating the 10th anniversary of Kylie Cosmetics, and the timing could not be more fitting.

The King Kylie Collection features reformulated versions of her most sought-after products from 2015, including the iconic Matte Lip Kits in discontinued shades True Brown K and Dead of Knight, alongside two new launches called A Decade and Kylie Jenner Lips. For eyes, there is a new eyeshadow palette with shades inspired by her teal hair at the time, capturing the vibrant blues, purples, and shimmering silvers that defined her look. 

The King Kylie era was defined by its fearless approach to beauty. Back in 2015, Kylie, then 17, sported vibrant hair colours, very Tumblr-inspired, edgy, and unapologetically bold, with contoured cheeks, smoky eyes, fake lashes, and those famous overlined lips that sparked a global beauty movement.

But the makeup landscape around her has shifted. Gen Z is not asking for the heavy, caked-on glam of the mid-2010s. They want a refined version of it, one that emphasises balance rather than extremes. 

This glam revival is about choosing your statement. You go bold on the eyes or the lips, but not both at once, and you pair those moments of drama with fresh-looking skin that actually breathes. Where 2010s makeup was all about full-coverage foundation, sharp cut creases, and ultra-matte everything, the 2025 version embraces shimmery textures, colourful eyeshadows, and a complexion that looks radiant instead of flat. Consumers are reaching for ultra-pigmented metallics with creamy formulas, finely milled shimmers, and multidimensional mattes that create intensity without looking dated.

For lips, the ultra-matte formulas that dominated the 2010s have given way to glossy, just-bitten finishes and berry-toned stains that look effortless. The overlined lip trend that Kylie helped popularise has softened into something more natural, with blurred edges and smudged outlines that create a "just been kissed" effect. 

The biggest shift, though, is in the skin. The heavily contoured, matte foundation looks of the 2010s have been replaced by a softer, more blurred complexion that minimises imperfections while maintaining natural radiance. Brands are launching skincare-infused makeup with plant extracts and luxurious oils that enhance rather than mask your natural texture.

Kylie herself has acknowledged that while the King Kylie era will always be part of who she is, it will never be exactly what it was when she was younger. She told Elle that she would probably never wear lash extensions and thick eyebrows again, noting that there are certain trends she has grown out of. But what she has captured with this collection is the spirit of that time, the confidence and boldness that made King Kylie so magnetic, updated for a generation that wants their makeup to feel exciting without looking overdone. 

The King Kylie Collection arrives at a moment when beauty is embracing maximalism again after years of clean girl minimalism. Gen Z is experimenting with colour, texture, and drama, but they are doing it on their own terms. They want products that let them create statement looks without requiring professional-level skills, and they want formulas that feel modern rather than nostalgic.

Kylie’s new collection hence celebrates the fearless energy of the original King Kylie era while offering updated formulas that work for how people want to wear makeup now. The eyeshadow palette gives you the vibrant colours to create bold looks, but the textures are more blendable and wearable than the heavy shadows of the past. The lip kits deliver the pigmented matte finish that made them famous, but the formula has been refined for comfort and longevity. And the lip glazes offer high-shine, glossy finishes that feel current and fresh. 

The King Kylie Collection is more than a product launch. It is a celebration of how far beauty has come in the past decade and a reminder that sometimes the most exciting trends are the ones we bring back with a fresh perspective. Kylie Jenner built an empire on bold lips and fearless self-presentation, and now she is inviting a new generation to do the same, just with a little more balance and a lot more shine.