Kylie Jenner Reflects on the Trials of Building Kylie Cosmetics Ahead of 10-Year Anniversary
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As preparations begin for the tenth anniversary of Kylie Cosmetics in October 2025, beauty mogul Kylie Jenner has opened up about the challenges she faced in launching the brand back in 2015. In a candid discussion with Vanity Fair, Jenner, now 28, revealed how the experience significantly impacted her mental health amidst the whirlwind of success and public scrutiny.
Jenner’s rise to prominence began with her viral Lip Kits, which included her signature liners and liquid lipsticks. However, the initial phase was not without its difficulties. “It wasn’t very exciting for me for the first year because I was so stressed out,” she shared. The pressure of managing customer expectations became overwhelming, leading to harassment from fans on social media. “They couldn’t get a lip kit,” Jenner recalled, reflecting on the level of demand that unexpectedly followed her launch. “I couldn’t handle it because I really wanted to just make everyone happy.”
The rapid success of Kylie Cosmetics took even her mother, Kris Jenner, by surprise. Speaking about the initial launch, Kris recalled the astonishing number of people queuing to purchase the products online, describing it as “unbelievable.” She noted that their analytics showed hundreds of thousands of prospective customers waiting for the release, highlighting just how well-received the products were.
In her interview, Kylie revealed that she invested a significant portion of her savings—specifically $250,000—into the brand at its inception. Despite her mother’s concerns about potentially being left with unsold stock, Kylie held a steadfast belief in her vision. “It wasn’t even a thought that it wasn’t going to work out,” she explained, demonstrating her confidence in the venture.
Over the course of its decade-long journey, Kylie Cosmetics has diversified its offerings with an expansion into various makeup categories, alongside the introduction of fragrance and skincare lines. The brand underwent a rebranding in 2019, following a significant investment from beauty portfolio Coty Inc., which acquired a 51% stake in the company. This collaboration brought about revamped packaging and formulas that prioritised clean and vegan standards.
The early success of Kylie Cosmetics led to Jenner being dubbed the youngest self-made billionaire, a title that was later contested in 2020 when her earnings fell short of previous forecasts. Nevertheless, Jenner remains undeterred by the fluctuating perceptions surrounding her financial achievements. Recently, she addressed her brand’s substantial net earnings of $350 million, as reported by Beauty Inc. in September 2025, underscoring the resilience of her business.
Looking to the future, Jenner expressed her eagerness to continue innovating within the beauty industry. She conveyed excitement about the creative possibilities that lie ahead, revealing a dream of establishing a legacy brand. “I would love for this to be a legacy brand, and I’m working hard every day to set up that future,” she asserted. With her nearly eight-year-old daughter, Stormi, showing interest in makeup, Jenner is optimistic about passing on her passion for the beauty world.
As Kylie Cosmetics gears up for its monumental ten-year anniversary, the brand stands as a testament to Jenner’s determination and entrepreneurial spirit. Despite the hurdles faced along the way, her narrative serves as an inspiring reminder of the complexities involved in building a successful business in today’s fast-paced landscape. With renewed focus and a vision for the future, Jenner appears poised to continue her influential role in the beauty industry.