Kylie Jenner’s promotional campaign for her ‘King Kylie’ cosmetics collection ignited widespread backlash due to its use of police imagery.
The 28-year-old entrepreneur shared a Snapchat teaser. It showed herself in handcuffs, escorted by men dressed as police officers in a detention-like setting. The campaign, marking the return of her bold 2015 persona, aimed to promote her October 18 product drop.
Critics on X and Reddit have labelled the imagery as “tone-deaf.” They accused Jenner of trivialising police authority. This criticism comes amid U.S. protests over Immigration and Customs Enforcement (ICE) raids.
TOMORROW … ON SNAPCHAT pic.twitter.com/C053YvcLWk
— Kylie Jenner (@KylieJenner) October 11, 2025Reddit user commented, “Rogue cops are taking citizens away, and Jenner uses handcuffs to market lip gloss—this symbolises American rot.” Others linked this to Kendall Jenner’s 2017 Pepsi ad, which critics said trivialised protests against police violence and failed to grasp the seriousness of those movements.
Many observers compared both campaigns, noting how Jenner’s latest promotion and her previous advertisement misrepresented activism and protests. This comparison highlights ongoing criticism about celebrity endorsements that downplay or exploit important social issues for commercial purposes, particularly in the context of police violence, media campaigns, and public reactions.
GLOSSES PART 2: KING KYLIE RETURNS! on my snapchat now! https://t.co/0VUPIM0nDU pic.twitter.com/ty6p6fAGYP
— Kylie Jenner (@KylieJenner) October 12, 2025The ‘King Kylie’ brand, which was launched in 2015, introduced vibrant wigs and bold makeup. This paved the way for Jenner’s billion-dollar beauty empire. The new campaign, titled “Glosses Part 2: King Kylie Returns,” features archival photos and a 2016 video directed by Colin Tilley. In the video, Jenner is seen wearing a Louis Vuitton headscarf while driving a convertible. Despite the nostalgic elements, critics have urged her to be more aware of the current political climate.
Jenner’s silence on the backlash risks reputational damage, as the campaign clashes with heightened public sensitivity. While controversy can boost visibility, it may alienate fans.
