The Return of King Kylie: Nostalgia Never Looked So Good
Published on November 10, 2025, at 1:49 p.m.
by Mallory Magee
Kylie Jenner is returning to her roots—her teal ones, specifically.
It’s been almost a decade since Jenner’s “King Kylie” era dominated social media and helped turn her into a beauty mogul, and to celebrate, she’s releasing a new King Kylie Collection. It feels like 2015 again, and fans can’t get enough.
Back then, “King Kylie” was more than just a nickname. It was an era defined by Jenner’s edgy style, blue-streaked hair and bold makeup looks featuring matte lips, of course. It was also the time when Kylie Cosmetics launched, a time when fans rushed online for lip kits that sold out within minutes. The era wasn’t just makeup, though—it was a persona that sparked a cultural moment among fans.
Now, ten years later, Jenner is reviving that persona and moment. The King Kylie Collection brings back her signature products, matte lip kits like “True Brown K” and “Dead of Knight,” but with updated formulas and packaging. It also includes a mix of new and old lip glosses and an eyeshadow palette that nods to her iconic past looks.
Every detail behind the campaign is nostalgic. The teaser video for the new collection is a direct sequel to her 2016 “Glosses” music video (a promotional release for her lip gloss line) and features the same gritty heist storyline, teal crown and Terror Jr’s song, “3 Strikes.” Picking up where the original left off, Jenner steps out of jail and is picked up by Kris Jenner in the same car with the “KNGKYLIE” license plate. It’s a full circle moment that feels like deja vu in the best way.
The rollout also strategically leans into the past. The campaign launched on Snapchat, the same platform that helped Jenner rise to fame, while the brand’s Instagram was wiped clean except for posts from the 2015-17 King Kylie era. Even the visuals across the campaign and packaging are throwbacks to her iconic dripping lips logo and glittery skull imagery.
With social media filled with comments like “The icon is back!!!” and “It’s so nostalgic thinking about those days,” it’s clear that fans are loving the return of King Kylie. And it’s easy to see why. The new collection feels like a reunion between Jenner and the fans who helped build her brand.
As someone who remembers the middle school panic of trying to check out before everything sold out, the comeback feels full circle for me, too. This time around, we aren’t just buying lip gloss. We’re buying memories, which is exactly what makes this campaign a lesson in how nostalgia can drive marketing.
From a PR perspective, there’s a clear takeaway: nostalgia works best when it evolves. Jenner didn’t just re-release old products—she refreshed formulas, added new items and leaned into a campaign that honored the past. Rather than simply announcing a new drop, she revived a storyline, reigniting the persona and aesthetic that fans have an emotional tie to. She proved past campaigns aren’t just archives; they’re assets that can be repurposed to create buzz, reinforce brand identity and deepen audience loyalty.
The new collection proves that nostalgia isn’t just a trend—it’s a strategy used to spark emotion, loyalty and hype all over again. King Kylie’s return shows that nostalgia continues to sell by connecting audiences to both memories and products in a way that feels authentic, exciting and meaningful. Jenner didn’t just bring back an era; she reminded us that the smartest move in PR isn’t always reinvention. Sometimes, the best way forward is to return to your roots—teal hair and all.
