A decade after launching a beauty revolution from her bedroom, Kylie Jenner is celebrating the monumental 10-year anniversary of Kylie Cosmetics. The reality TV star turned beauty mogul has reflected on her journey, sharing a series of nostalgic throwbacks that chart the brand's extraordinary evolution.
In a heartfelt Instagram post, the 26-year-old billionaire shared a carousel of images, beginning with a teenage Kylie experimenting with the now-iconic lip kits that would catapult her into the business stratosphere. "Celebrating 10 years of @kyliecosmetics," she captioned the post, expressing her disbelief at the milestone. "I can't believe it's been 10 years since I launched my first lip kit. I was 18 years old with no idea what I was doing, but I had a dream and a passion, and I just went for it."
The post showcases the brand's humble beginnings, featuring early product prototypes and behind-the-scenes moments from photoshoots. It culminates in images of the sleek, modern packaging and expansive product range that defines Kylie Cosmetics today – a far cry from those initial three lip shades that sold out in under a minute.
Jenner's venture began as a direct response to the public's fascination with her ever-changing pout. What started as a solution to constant enquiries about her lip colour quickly transformed into a global phenomenon, fundamentally altering the landscape of celebrity-endorsed beauty products.
The numbers speak for themselves: from those initial lip kits to a billion-dollar valuation and the subsequent majority stake sale to Coty Inc. in 2019 for $600 million. The brand's success paved the way for the launch of Kylie Skin in 2019 and inspired countless other celebrities to launch their own beauty lines.
Fans and followers flooded the comments with congratulatory messages, celebrating not just the products but the entrepreneurial spirit Jenner embodied. Many praised her for building an empire from the ground up and for remaining hands-on in the creative process throughout the decade.
As Kylie Cosmetics enters its second decade, the brand continues to innovate with new product launches and formulations, maintaining its position at the forefront of the beauty industry while staying true to its founder's original vision of accessible, high-quality makeup for all.
