Kylie Jenner has sparked mixed reactions after posing in revealing underwear-inspired looks for Kylie Cosmetics' winter collection. Her new drop has sparked questions about the styling, while others have welcomed the return of the beauty brand's more dramatic aesthetic.
The reality television star and beauty entrepreneur featured in promotional images shared online on Tuesday, 13 October. The photographs showed Jenner wearing minimal clothing. The beauty mogul wore only knit underwear-style bottoms and a bra top while promoting the seasonal collection.
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The campaign prompted criticism from users who questioned whether the revealing outfits were appropriate for a cosmetics promotion. Others focused on the styling, with some describing the poses as awkward and questioning the fit of the bra top.
One commenter complained that the look offered little to the imagination. Another questioned whether the skirt in one of the images worked with the rest of the outfit. The reactions highlighted how Jenner's latest campaign has divided opinion over its presentation rather than the products themselves.
Winter Campaign Divides Social Media
The images prompted a range of responses, from criticism of the styling to enthusiasm for the return of a more dramatic beauty aesthetic. Some commenters questioned why Jenner wore so little clothing in photos promoting a winter collection. Others expressed frustration with the poses and overall composition, suggesting the styling didn't work as intended.
One user criticised the bra top's fit, while another questioned the skirt's look. These comments focused on the campaign's execution rather than providing evidence of a wider backlash against Kylie Cosmetics.
Not all reactions were negative. Some users welcomed the more glamorous presentation, with discussions suggesting that the collection recalled an earlier era of Jenner's beauty brand. Others welcomed the return of bolder makeup looks after years of understated beauty trends dominated online conversations.
Why the Styling Has Become a Talking Point
Jenner has built much of her public image around beauty, fashion and carefully curated photographs. Since launching Kylie Cosmetics in 2015, she has used her personal brand to promote lip products, makeup collections and other beauty offerings.
Her promotional imagery often pairs makeup with fashion-led styling, letting campaigns serve as both product ads and visual statements. The winter collection follows that approach, using revealing outfits and posed photographs to draw attention to the launch.
However, the latest images have prompted questions about whether the styling overshadows the products. Critics focused on the underwear-style clothing and knit briefs seemed more interested in the presentation than in the makeup itself.
Kylie Cosmetics and Jenner's Beauty Business
Kylie Cosmetics became widely known for its lip kits, which helped Jenner establish a significant presence in the beauty industry. The brand later expanded into face, eye, and lip products, along with skincare and fragrance offerings.
Jenner's influence has long been tied to social media, where promotional photos and product announcements let the brand reach consumers directly. Her public profile also means campaign styling can attract attention beyond the beauty community.
The winter collection discussion comes as beauty brands continue to compete for visibility through distinctive campaign imagery and celebrity-led promotion. In a crowded market, visual identity can help a product launch stand out, though strong reactions don't necessarily translate into higher sales.
The mixed response shows the fine line between attention-grabbing beauty marketing and styling that risks overshadowing the products themselves. While some critics questioned Jenner's choice of lingerie-inspired pieces for the winter campaign, others welcomed the return of Kylie Cosmetics' bolder aesthetic. Whether the collection wins over shoppers may depend on more than the campaign's revealing imagery, but the debate has already put its visual direction firmly in the spotlight.
