Kylie Jenner is marking 10 years since Kylie Cosmetics launched, celebrated with a new cover shoot for WWD's Beauty Inc special edition. The 28-year-old mogul, who has built a multi-brand portfolio across beauty, fashion and drinks, arrives at the milestone with a polished display of confidence and a quintessential power-suit moment. The feature spotlights a decade of trailblazing in the beauty industry and highlights Jenner's evolution from influencer-turned-entrepreneur to a full-fledged business operator.
In the cover spread Jenner wears an oversized double-breasted power suit paired with a crisp white dress shirt, a black striped tie and black pointy patent-leather heels. Her raven hair falls around her shoulders as she emphasizes her look with pink-toned makeup, including bluish and glossy lips. The piece notes that Jenner’s first Kylie Lip Kits hit the market on November 30, 2015, a launch that set the trajectory for a celebrity-led beauty empire. Jenner says she has been emotional about the milestone, reflecting on photos from 2016 of her in a factory setting designing the brand’s first eye shadow palette. “I didn’t think that far into the future when I was creating the brand — I wasn’t thinking about 10 years later — so it is pretty surreal to be here,” she says.
Coty’s 2019 acquisition of a controlling stake in Kylie Cosmetics was a watershed moment for the brand, with the deal valuing the business at roughly $600 million when it bought 51 percent. Since then, Jenner has broadened her footprint beyond cosmetics, launching a fashion label named Khy in 2023 and a vodka soda brand named Sprinter last year. “Each brand is about creating something that feels personal to me and connects with people in an authentic way. It always starts with, ‘would I wear this, use this, drink this? Does it feel like me?’ — that’s the consistency and storytelling across every category,” she explains. Jenner remains openly affectionate about Kylie Cosmetics, calling it her “number-one baby” and expressing hope that her seven-year-old daughter Stormi Webster could one day take the reins as part of a long-term legacy for the company.
The mogul co-parents son Aire, three, with ex-boyfriend Travis Scott and is dating actor Timothée Chalamet. The couple has kept much of their relationship private, though they have appeared together at public events and have attended numerous awards shows side by side. Reports last month suggested Chalamet spoiled Jenner on her birthday while he was overseas for work, underscoring how their relationship has become a focal point for fans and media alike.
Jenner’s decade-long run has positioned Kylie Cosmetics as a benchmark in celebrity-led beauty, but the broader market has long seen a wave of launches by fellow stars such as Rihanna, Selena Gomez, Hailey Bieber, Lady Gaga and Jennifer Lopez. Jenner’s path, however, has been distinctive in its speed, scale and control, with Coty’s minority stake sale a turning point that enabled broader distribution and product development while maintaining Jenner’s central leadership over the brand’s vision. As she looks to the next chapter, Jenner frames the decade as an ongoing process of creation and connection with consumers who want products that feel personal and authentic.