Kylie Jenner is already thinking about the next chapter for her beauty empire — and it involves keeping it in the family.
The 28-year-old mogul, who shares daughter Stormi, 7, and son Aire, 3, with ex-partner Travis Scott, says she’d love nothing more than for Stormi to one day take over Kylie Cosmetics.
“After 10 years, I’m just still so excited to create,” Kylie told WWD, ahead of the brand’s upcoming milestone anniversary in November. “It’s my dream that my daughter will want to take over Kylie Cosmetics — I would love for this to be a legacy brand, and I’m working hard every day to set up that future.”
It’s a vision Kris Jenner can get behind. Ever the momager, Kris chimed in with her own big-picture perspective: “Building an Estée Lauder, or any one of those beauty companies that has been around for a gazillion years — that’s what Kylie’s working toward.”
For Kylie, the 10-year mark feels deeply personal. She admits she’s been “emotional” about the journey, recalling how it all began with her first Lip Kits. “I found my old phone from 2016 and there are these photos of me at 17, 18 years old, sitting on the factory floor creating my first eye shadow palette,” she said. “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.”
Part of the magic, she believes, is that her fans have grown up right alongside her. “When I launched Kylie Cosmetics, the brand thrived on urgency and exclusivity — it was a different time, there weren’t many celebrity beauty brands. Now, they’re looking for products that fit into their everyday routines, and I wanted to evolve Kylie Cosmetics into that everyday beauty brand,” she explained.
The shift, she says, mirrors her own life: “We’ve been moving away from a full-face beat and those ultra-perfected looks to more natural, effortless beauty. It definitely pushes me to create products that reflect where we are in our lives.”
While Jenner has since branched out — with her Khy fashion label and Sprinter, her vodka soda line — Kylie Cosmetics still holds her heart. “It’s my number-one baby out of all my brands,” she admitted.
And though her empire spans multiple industries, the guiding principle remains the same. “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.”
For now, Kylie is still the driving creative force behind Kylie Cosmetics. But in the not-so-distant future, she hopes the Lip Kit legacy will be carried on by Stormi — making the brand not just a beauty powerhouse, but a family heirloom.
