King Kylie Is Back — and So Are Our 2016 Feelings
When I saw Kylie Jenner’s Glosses Part II launch on Snapchat, it instantly felt like more than a product drop; it was a cultural reset!
In the weeks leading up to the release, Kylie began hinting at the return of her “King Kylie” era, the teal-tipped hair, the glossy lips, the playful captions that teased the audience who grew up with her. The collaboration between Kylie Cosmetics and Snap Inc. became a full-circle moment.
The King Kylie era was iconic. It shaped how we experienced beauty online and made the world of makeup feel fun. What makes this revival powerful is how it connects generations. For Millennials and older Gen Z, King Kylie is an emotional timestamp, a reminder of when beauty felt raw, personal, and full of possibility. For younger audiences, it’s something entirely new.
Like it or not, people are talking. Some love the comeback and the nostalgia it brings; others aren’t as impressed. But either way, it’s proof that beauty eras leave a mark. From a marketing perspective, it’s a reminder of how powerful emotion can be. People aren’t chasing the past; they’re chasing the way it made them feel, that sense of confidence, creativity, and connection. Kylie tapped right into that.
And from a research standpoint, it aligns perfectly with what I study: how beauty products become part of who we are. They’re not just rituals; they’re emotional anchors. When Kylie reclaims “King Kylie,” she’s reminding her audience of the versions of themselves that once felt fearless and free.
Across the beauty industry, we’re seeing this same emotional shift. Brands are leaning into nostalgia and storytelling in ways that make people feel something again. Glossier recently brought back its original “You Look Good” hoodie and early campaign visuals, and MAC’s Viva Glam revival leaned into early-2000s energy. These moments resonate because they bring us back to a time when beauty felt simple, expressive, and fun.
Watching this unfold reminds me that beauty has always been about belonging as much as expression. Trends change, formulas improve, but what lasts are the moments that make people feel seen, and that’s what makes campaigns like this resonate.
Dania Khalife
