Kylie Jenner drew in crowds of people with vibrant pink decor, a playlist filled with 2015 and 2016 throwback hits and walls of visual displays of her early social media influence for the Kylie Cosmetics 10th anniversary pop-up event on Melrose.
The pop-up will run through Sunday, on Melrose Ave in West Hollywood and serves as a re-launch of the “King Kylie” collection and a walk down memory lane.
“I love the King Kylie era because it’s so iconic and authentic, so I’m happy to see it make a return to the beauty industry,” Natalie West said.
Visitors were greeted by a Snapchat photo booth with the iconic dog filter, the era when Jenner’s Snapchat presence dominated pop culture, then by a wall displaying her signature lip logo, the lip kit mark with dripping gloss.
Fans smile with their dog for a photo in the Snapchat photo booth at the Kylie Cosmetics pop-up shop in West Hollywood, California on Oct. 21, 2025. (Aira Tabao)
From there, guests were guided to the gallery of Jenner’s most famous Met Gala outfits, including her 2016 shimmer silver Balmain dress and her lavender feather Versace dress from 2019.
Kylie Jenner’s custom gowns, designed by Versace, right, and Balmain, left, that she wore to the Met Gala in 2016 and 2017 both on mannequin display at her pop-up shop in West Hollywood, California on Oct. 21, 2025. (Aira Tabao)
The next section of the store transitioned into her Kylie Skin and Kylie Cosmetics collections.
A full throwback to the original 2015 and 2016 aesthetic took place in the back of the storefront, which included her earliest merch and PR boxes of her first product launches.
“I love how they are promoting the re-launch of the brand, you know, with the party, the influencers coming out, it’s so pretty and pink,” says Lili Aragon.
One event staffer, Julie Dawson, who has been working for the store pre-production, shared that Kylie’s private launch party on the first day was “really extravagant and a cool sight to see, it was really special to serve food that’s really high end to the Jenner and Kardashian family.”
Dawson also mentions, “It’s been really fun rebranding, it’s been exciting to see the fans show up, and we’re all having a good time.”
Outside the venue, guests were treated to small bites and desserts prepared by Chef K., the Kardashian and Jenner family’s personal chef and culinary team. The attendees were sponsored with tacos, pink donuts, ice cream, soft beverages and popcorn sponsored by Khloe Kardashian’s “Khloud” popcorn brand.
Celebrity chef, “Chef K,” poses in front of life-sized Kylie Lip Kits outside of the pop-up where she helped serve guests and chat with fans who recognize her work at the Kylie Cosmetics pop-up shop in West Hollywood, California on Oct. 21, 2025. (Aira Tabao)
For many fans, the event wasn’t just about buying makeup, it was revisiting a cultural era.
The Melrose pop-up will continue to remain open daily through Oct. 26, giving fans one last chance to relive the original King Kylie era.
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