Kylie Jenner turns make-up into fashion to unveil Kylie Cosmetics’ latest launches

The entrepreneur stuns in a dress crafted from pressed powders to celebrate the debut of two new products designed for a radiant complexion.

Kylie Jenner has once again proven she knows how to transform a beauty launch into a striking visual event. The founder of Kylie Cosmetics fronts a new campaign where creativity takes centre stage, wearing a statement dress crafted from pressed powders as part of a conceptual look designed to introduce the brand’s two newest complexion essentials.

The campaign marks the launch of Natural Blur Brightening Powder and Supple Glaze Hydrating Primer, two products developed to work together in creating a smoother, brighter and more naturally radiant finish suitable for every skin type.

The hydrating primer serves as the first step in the routine. Its formula combines ingredients including birch sap and gardenia flower extract, both recognised for their moisturising and soothing properties. According to the brand, it delivers up to twelve hours of hydration while visibly refining skin texture and preparing the complexion for make-up application. It can also be worn on its own by those seeking a fresh, healthy-looking glow without the need for foundation.

Meanwhile, the new Natural Blur Brightening Powder has been formulated to instantly brighten the under-eye area, minimise the appearance of dark circles and create a soft-focus finish reminiscent of professional photo retouching. Its lightweight, crease-resistant texture ensures comfortable all-day wear while maintaining a flawless complexion.

The collection will be available in a range of shades tailored to different skin tones and undertones, including translucent, soft pink, banana yellow and deep peach options. Completing the launch is a new complexion brush, specially designed to deliver more precise and seamless application.

With this campaign, Kylie Cosmetics continues to reinforce its strategy of combining cosmetic innovation with a strong visual identity. Rather than simply introducing new beauty products, Kylie Jenner once again transforms make-up into a fashion statement, blending beauty, design and creativity to connect with a new generation of consumers seeking high-performance formulas without compromising on aesthetic impact.