Kylie Jenner is making a comeback to her old Snapchat era following overwhelming demand from fans. The revival of her past, known as the ‘King Kylie’ reign, has delighted her followers almost a decade later.
The moniker ‘King Kylie’ for the Kardashian-Jenner clan gained popularity on Snapchat between 2016 and 2018. Fans were thrilled as the 28-year-old reality TV star dropped mysterious hints recently, sparking speculation that she might be releasing a song.
Instead, Kylie surprised everyone by announcing the return of the iconic ‘King Kylie’ era through her cosmetic brand, Kylie Cosmetics. The promotion of her first-ever lip gloss range was exclusively unveiled on Snapchat.
In a two-and-a-half-minute video promoting the new collection, Kylie donned the same outfit from a previous clip and featured the song “3 Strikes” by Terror Jr, a track she popularized through lip-syncing on Snapchat.
Julie Bogaert, Head of Creator Partnerships EMEA at Snapchat, expressed excitement about King Kylie’s return to the platform, highlighting the shift of major celebrities towards Snapchat to engage authentically with fans.
Reflecting on her return, Kylie shared her fondness for Snapchat, emphasizing the platform as her initial means to connect with fans in real-time and document her life’s moments. She expressed gratitude to her supporters for the success of Kylie Cosmetics over the past decade.
The upcoming King Kylie Collection will showcase her signature looks and original packaging, acknowledging the fans’ role in her cosmetic brand’s success. The collection launch is scheduled for October 18 at 12pm PST (8pm BST) on KylieCosmetics.com.
Kylie’s empire, established in 2016, has expanded to include skincare, fragrances, and hair products, with Kylie Cosmetics currently valued at $670 million (£499.5 million) according to Forbes.
The ‘King Kylie’ era on Snapchat marked a significant period where Kylie amassed a massive following for her distinctive style and experimentation with various hair colors. It was during this time that she launched Kylie Cosmetics.
Known for her plump lips, Kylie’s Snapchat era also sparked conversations and critiques from the media and fans.