Kylie Jenner knows how to make people talk, and her latest campaign for Kylie Cosmetics did exactly that. To celebrate the brand’s tenth anniversary, she shared photos of herself wearing nothing but sparkling blue body glitter and a tiny G string.
The images were bold, dramatic, and immediately viral. Within minutes of posting, the photos spread across fashion blogs, fan pages, and entertainment sites.
The concept was meant to celebrate her “King Kylie” era, a time when her look was defined by teal hair, thick lip liner, and edgy self-expression. This new version felt like an evolution of that period, combining nostalgia with the confidence of a woman who has built a billion-dollar brand. Her body shimmered under blue lighting, her dark hair slicked back, and her silver crown placed slightly off-center, giving the photo a fantasy feel. She wore glossy brown lipstick and metallic eyeshadow that matched the glitter coating her skin.
Behind the scenes, the atmosphere was both playful and strategic. In a short clip shared by her stylist, Kylie smiled and asked, “Are we sure we want to go full glitter?” Her stylist replied, “Absolutely. Glitter sells better than safe.”
Kylie laughed, adjusted the silver crown, and struck another pose. It was clear she knew what she was doing. Nothing about the look was accidental. Every sparkle was planned to capture attention.
As soon as the photos went live, fans filled the comment section with mixed reactions. Some called the look powerful and artistic, praising Kylie for embracing her confidence. One comment read, “This is what a modern goddess looks like.” Others were less enthusiastic, saying the campaign crossed the line between creative and excessive. “She doesn’t need to be half-naked to sell makeup,” one follower wrote. Another replied, “She built her empire by doing what everyone said she couldn’t, and that’s why she wins.”
The glitter-covered body and minimal outfit stirred a larger conversation about the line between empowerment and marketing. Was it about celebrating confidence, or was it just shock value? For Kylie, that line seems intentionally blurred. She has always balanced controversy and control, using both to build her brand. Every image becomes part of a bigger story, one where beauty, business, and provocation all live in the same space.
Her look also referenced her early Kylie Cosmetics branding. Back in 2015, her brand launched with simple lip kits and an edgy teal aesthetic.
The blue glitter body seemed like a visual callback to that color palette. Instead of teal hair, she now wears teal sparkles. Instead of lip kits, she promotes an entire empire. Fans who followed her from the start saw the connection instantly.
The photographer behind the shoot captured her with sharp contrast lighting that made the glitter pop against her skin. Each frame looked like a painting, more fantasy than fashion. Her makeup, while dramatic, kept her recognizable. She did not disappear under the glitter; she used it as armor.
As expected, the internet split into two camps. Some saw the images as artistic empowerment, others saw them as unnecessary exposure. A fashion editor described it as “Kylie turning herself into a living product.” Another writer called it “brilliantly on brand.” That kind of division is exactly what keeps her relevant. Whether people praise her or criticize her, they keep her name trending.
Her caption was simple and direct. “King Kylie forever,” she wrote, followed by a blue heart emoji. It was a short statement, but it carried meaning. She was reclaiming the nickname that first defined her rise, reminding everyone that her confidence and boldness were still the core of her brand.
Even with the criticism, there is no denying the effect. Within twenty-four hours, the post gained millions of likes and was shared thousands of times. The new “King Kylie” collection sold out online within hours.
Whether people bought the makeup out of admiration or curiosity, the result was the same. Kylie won the internet that day.
By the end of the week, the campaign had turned from a product launch into a cultural discussion. Was it too much, or was it genius marketing? Was it empowerment or exhibition? The truth probably sits somewhere in between.
What no one can deny is that Kylie Jenner understands how to use her image to tell a story.