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The Kylie Beauty Konundrum

kylie jenner
It’s apparent that Jenner’s still trying to figure out what to do with Kylie Cosmetics, which has lost momentum since its launch almost a decade ago. Photo: Stefanie Keenan/VF24/WireImage for Vanity Fair
Rachel Strugatz
April 17, 2024

We’ve reached the point in the devolution of the human species where unfounded rumors about the alleged impecuniousness of Kylie Jenner—next-gen Kardashian, certified centimillionaire (but not billionaire), and cosmetics entrepreneur par excellence—have invaded TikTok with ferocious velocity. The first installment of a highly unbelievable three-part series, “The Disastrous Demise of Kylie Cosmetics,” has amassed more than 9 million views. Creator Nick Reardon, host of podcast Share Your Screen, makes a purely unconvincing case that the 26-year-old is nearing financial ruin—citing the counterintuitive fact that she “out of nowhere launched three businesses’” in the last several months, including Spritzer, a canned vodka soda; Khy, a Wardrobe.NYC-esque clothing line; and a perfume (which is actually part of her existing beauty business). Other non-evidence includes Jenner cutting the list price of her Beverly Hills home—the one she owned with Travis Scott, which has been on and off the market since they broke up—from $21.9 million to $17.9 million. 

Internet theories are silly, but I suspect the most recent spate of crackpottery is related to the fact that something definitely is happening with her brand. She’s in the midst of “stripping down” her image, she told The New York Times last month, and it’s apparent that Jenner’s still trying to figure out what to do with Kylie Cosmetics, which has lost momentum since its launch almost a decade ago. Also, Jenner’s relationship with beauty, including the brand she helms and the ways she’s manipulated her physical appearance over the years, remains complicated.