One Product-and the Professional Celebrity Who Spawned It-Is Back in the Headlines. I'm Haunted.

"Whether or not the name "King Kylie" rings any bells, you definitely know the archetype: Teal wig, latex dress, caked-on makeup, spidery faux lashes, and Cartier Love bangles stacked to the elbow. In 2015, the year Kylie Jenner launched the lip kit that broke the internet, the then-17-year-old dubbed herself King Kylie. Ten years, two children, and hundreds of millions of dollars later, that technicolor visage is back to haunt us, and the reason why isn't as simple as just selling more makeup."

"For those who haven't been religiously keeping up with the reality star, this month she's celebrating a decade of Kylie Cosmetics by throwing it back to where it all began-the Lip Kit. Jenner is rereleasing updated versions of many of the products that made her makeup empire such a booming success in 2015, including her famously bone-dry Matte Lip Kits in discontinued original shades. The collection's name is a reference to her teenage social media alter ego and the aesthetic she helped popularize."

"Jenner said at the time of her first release that the makeup line was inspired by her biggest insecurity, the size of her lips, which prompted her to start over-lining them to make them appear larger-a look that quickly became her signature. The following year she would confirm on an episode of her short-lived spinoff reality show Life of Kylie that her plump pout wasn't just a makeup optical illusion, she was also getting lip injections. By that point, hundreds of millions of dollars' worth of lip kits had already been sold."

Kylie Jenner is celebrating a decade of Kylie Cosmetics by reissuing updated Lip Kits and several original products, including discontinued bone-dry Matte Lip Kit shades. The relaunch draws on the "King Kylie" teenage persona and a vivid aesthetic of wigs, latex, dramatic makeup, and luxury bangles. The look originated from Jenner's insecurity about lip size, which led to over-lining and became a signature technique before she later confirmed receiving lip injections. The 2015 launch generated massive commercial success, with hundreds of millions of dollars' worth of lip kits sold and the brand becoming a major beauty phenomenon.

Read at Slate Magazine