Let’s be clear: Kylie Jenner didn’t invent the matte nude lip. We’ve seen it before, haven’t we? On everyone from Carolyn Bessette-Kennedy to your chic aunt who favors a beige cashmere turtleneck. But Kylie, with her Instagram army and that pout, well, she sure as hell capitalized on it.
A billion dollars worth of capitalizing, to be exact. That’s the kind of figure that makes even the most jaded fashion critic raise an eyebrow. And believe me, I’ve seen enough overpriced handbags and underwhelming runway shows to fill a landfill.
But Kylie Cosmetics, with its dizzying array of lip kits, eyeshadow palettes, and highlighters that could blind a satellite, isn’t just about makeup. It’s about aspiration. It’s about transformation. It’s about the fantasy, however fleeting, that a swipe of “Candy K” or “Dolce K” can somehow transport you to a world of private jets and red carpets.
And who wouldn’t want a piece of that? We live in an age of curated perfection, where even the most mundane moments are filtered and FaceTuned to within an inch of their lives. Kylie, with her ever-evolving look and carefully constructed persona, is simply a product of her time.
But here’s the thing about Kylie Cosmetics that even a cynic like me can appreciate: the colors are good. Really good. The brand’s signature matte liquid lipsticks, while not exactly groundbreaking in their formulation, are comfortable to wear and surprisingly long-lasting. (I once wore “Kristen,” a dusty rose, to a particularly long-winded gallery opening and it didn’t budge. Not even through the lukewarm white wine and endless canapés.)
And the color range? Impressive, even if the names all seem to blur together after a while. From pale pinks to deep browns, Kylie Cosmetics offers a nude for practically every skin tone. And that’s not even mentioning the brand’s forays into bolder hues, like the electric blue “Majesty” and the vampy black “Dead of Knight.”
Of course, no discussion of Kylie Cosmetics would be complete without mentioning the packaging. Those sleek black tubes with the signature dripping lipstick? Pure marketing genius. They’re instantly recognizable, Instagrammable to the max, and frankly, just plain fun to pull out of your purse.
But beyond the hype, beyond the billion-dollar valuation and the social media frenzy, there’s a certain undeniable appeal to Kylie Cosmetics. It’s makeup as a form of self-expression, a way to play with different versions of yourself. And in a world that often feels increasingly uncertain, there’s something comforting, even empowering, about that.
So, is Kylie Jenner a makeup mogul? A marketing mastermind? A product of our times? The answer, like most things in life, is probably a bit of all of the above. But one thing’s for sure: she’s built an empire on a foundation of color, and that’s something worth paying attention to.
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