By Harshit | Los Angeles | October 18, 2025 6 AM EDT
Down a dimly lit hallway, clad in a black leather two-piece and handcuffs, Kylie Jenner walked straight into nostalgia. The short Instagram video wasn’t just another sultry post — it signaled the return of “King Kylie,” an era that defined mid-2010s internet culture. With her teal hair, bold brows, and unmistakable overlined lips, Jenner reclaimed a version of herself that once ruled Snapchat feeds and set beauty trends around the world.
The “King Kylie” Comeback
Back in the mid-2010s, the “King Kylie” persona wasn’t just a social media phase — it was a phenomenon. Fans adored her edgy look, her rebellious independence, and the way she seemed to stand apart from her famous family. That was the period when she launched Kylie Cosmetics, turning lip kits into a multimillion-dollar brand and reshaping the beauty industry’s influencer model.
Her then-boyfriend Tyga added to her street credibility, but many critics accused the young star of cultural appropriation. Even her Snapchat handle, “kylizzlemynizzl,” became a subject of controversy — a sign of how blurred the lines between admiration and appropriation were in that era.
Nearly a decade later, Jenner’s decision to revisit that time isn’t arbitrary. The “King Kylie” revival comes as part of the strategic marketing campaign for the Kylie Cosmetics relaunch, tapping into millennial and Gen Z nostalgia.
A Family Built on Business and Controversy
The Kardashians have long mastered the art of turning attention into income. Kris Jenner, the family matriarch, has refined the playbook for monetizing fame — guiding her daughters through countless product lines, brand deals, and media ventures.
But the formula hasn’t always guaranteed success. Kylie herself has faced several setbacks, including failed skincare and swimwear lines. Her latest venture, Khy, remains difficult to assess in terms of profitability.
Her sister Kim Kardashian, arguably the family’s biggest star, has cycled through a series of mixed business ventures — from mobile apps to beauty lines. However, she has struck gold with Skims, her loungewear and shapewear brand that has achieved billion-dollar status.
The other Kardashian-Jenner sisters — Kourtney, Khloé, and Kendall — have also launched personal brands, from wellness supplements to fashion collaborations and tequila lines, though not all have met with commercial or critical success.
The Desperation to Stay Relevant
In 2025, the Kardashian-Jenner empire still commands vast wealth and influence, but their cultural dominance has waned. Despite hundreds of millions of followers, the family’s once-unmatched control over pop culture has started to fade in an age where new influencers rise daily.
That decline perhaps explains the sense of desperation behind each new product drop and public spectacle. Whether it’s Kylie’s return to her “King Kylie” roots or Kim’s shock-inducing Skims campaign featuring “ultimate bush” thongs, the goal remains the same — to recapture public attention.
Fame, Money, and the Currency of Attention
Kim’s foray into faux-hair lingerie raised eyebrows and questions. Why would someone who once promoted laser hair removal devices now celebrate body hair? The answer lies in the Kardashians’ oldest strategy: provoke, trend, and sell.
Even with the success of Skims, Kim continues to diversify her image — now venturing into acting, starring as a lawyer in Ryan Murphy’s upcoming series “All’s Fair.” It’s a move that echoes her real-life pursuit of a law degree and her growing involvement in criminal justice reform.
But beyond the Kardashian-Jenners, a broader social phenomenon mirrors their behavior. On platforms like TikTok, #RichTok creators flaunt inherited wealth under the guise of relatable content. These influencers — from heiresses to socialites — mimic the “get ready with me” trend but swap modest apartments for sprawling estates and luxury wardrobes.
The Allure of Wealth and Validation
For some audiences, these creators embody aspirational success — “doing rich the right way.” For others, they represent the empty performativity of modern affluence, where attention becomes the ultimate currency.
In a world where fame and influence have become intertwined, the Kardashians are both the architects and victims of the machine they built. Kylie’s return to “King Kylie” may remind fans of a simpler, more iconic time in pop culture — but it also underscores a deeper truth: even billionaires crave relevance.
