Who Is King Kylie? What To Know About Kylie Jenner’s Alter Ego.

Topline

The youngest sibling of the generation of the Kardashian-Jenner family that rose to stardom released her first song Tuesday under the decade-old moniker “King Kylie” that she once used to help launch her billion-dollar cosmetics company and cement her relationship with rapper Tyga.

Kylie Jenner at the Miu Miu fashion show on Oct. 6, 2025 in Paris, France.

WWD via Getty Images

Key Facts

Kylie Jenner, 28, released “Fourth Strike” with pop duo Terror Jr at midnight on Tuesday under the name “King Kylie,” a nickname she donned in the mid 2010s that is now widely used to refer to her edgiest era, full of brightly colored hair, grungy streetwear and the launch of her Kylie Cosmetics brand.

Jenner’s chronically online fans referred to her as King Kylie from roughly 2014 to 2016 when her public persona was defined by brightly colored wigs, graphic T-shirts, durags, beanies. eyelash extensions, thick eyebrows and oversized, perfectly-lined lips (a signature that led to the creation of the Kylie Lip Kit in 2015, which evolved into Kylie Cosmetics).

The name was a nod to her then-relationship with Tyga, who went by “King Gold Chains” at the time, and Jenner famously changed her instagram handle to @kingkylie briefly in 2015.

Jenner has referenced her King Kylie era over the years by posting with colorful hair and other hallmarks of the time, and the release of “Fourth Strike” is the ultimate hit of nostalgia for early Kardashian-Jenner fans.

The song, the first she’s ever released, is part of an extensive marketing campaign for a King Kylie Collection of cosmetics she’ll put out later this week to mark 10 years of her company, which was valued at just over $1 billion in a 2019 buyout deal with Coty Inc.

The track is a nod to the use of Terror Jr’s song “Third Strike” in a decade-old Kylie Cosmetics ad that had many fans speculating Jenner’s vocals were featured on the track (Jenner debunked that theory this week).

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Big Number

366,000. That’s how many times the video for “Fourth Strike” had been viewed on Kylie Jenner’s YouTube channel as of 3:30 p.m. EDT on Tuesday.

What To Watch For

The King Kylie Collection. The anniversary line of products releases Oct. 18 and will include a new eyeshadow palette and makeup brushes but also will bring back some of the signature products that made Kylie Cosmetics successful 10 years ago, including the “Dead of Night” and “True Brown K” shades of lip kits and the “Like” and “Literally” lip glaze shades.

Forbes Valuation

Forbes initially named Jenner the youngest self-made billionaire ever in 2019 after she sold 51% of her company, Kylie Cosmetics, to Coty for $600 million in a $1.2 billion valuation. The next year, however, Jenner was dropped from the list after Forbes accused the Kardashian-Jenner family of artificially inflating the value of her business. Forbes later revised her estimated net worth to be just under $900 million at the time and, as of June, she’s estimated to be worth $670 million, ranking her at No. 52 on Forbes’ list of America’s Richest Self-Made Women.

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