With Kylie Cosmetics celebrating its 10-year anniversary through the relaunch of the “King Kylie” collection, social media has exploded with speculation that 2026 could mark the return of 2016’s internet glory days. For many, this era was the peak of YouTube vloggers, influencer culture and the rise of beauty empires built from bedroom tutorials. But while the nostalgia is strong, the world that shaped 2016’s digital culture no longer exists in the same way and the online landscape has shifted too dramatically for a true revival.
In 2016, social media platforms like YouTube and Instagram were at the center of pop culture. They shaped beauty standards, defined personal style and elevated young influencers into global celebrities. Viewers spent hours watching long makeup tutorials, “What’s in My Bag” videos and morning routines from creators who seemed both aspirational and relatable. That era produced a certain kind of influencer, one with curated perfection, matching aesthetics and highly edited content. For many, this was the age of “King Kylie,” a time when Kylie Jenner’s teal-blue hair, overlined lips and bold matte makeup set the tone for millions of fans who tried to emulate her style.
The digital world that once fostered that kind of fame began to change after the 2020 pandemic. With millions confined to their homes and living online more than ever, users began to crave authenticity and self-expression rather than filtered perfection. The pandemic created a collective pause that allowed people to reflect on what truly mattered to them. Suddenly, it wasn’t about chasing an influencer’s approval or following a single trend. It was about individuality and emotional well-being. The internet became more personal, a space where people could connect through shared experiences rather than staged highlight reels.
Even for those who still follow influencers, the power dynamic has changed. Influencers today are not the same as the digital icons of 2016. Back then, becoming famous online required consistent uploading, luck with YouTube’s algorithm and the ability to brand oneself into a household name. Now, with TikTok’s rise, virality can happen overnight. A 15-second video filmed on a phone can launch an unknown creator into stardom. This accessibility has completely changed what it means to be an influencer. The social hierarchy of 2016, where a few polished creators ruled the internet, has dissolved into a vast ecosystem of niche communities.
TikTok’s algorithm allows for hyper-specific content, making it easier for users to find creators who align with their interests. Instead of everyone striving to achieve the same “Tumblr girl” aesthetic, the internet now thrives on individuality. There are creators for every taste and interest: book influencers, “clean girl” enthusiasts, digital artists, gamers and even people who romanticize everyday life through low-effort vlogs. The modern internet no longer rewards perfection; it rewards personality. The power is no longer concentrated in the hands of a few mega-influencers but spread across countless micro-creators who connect more authentically with their followers.
Against this backdrop, Kylie Jenner’s “King Kylie” collection feels like a time capsule of an internet era that has passed. According to Cosmopolitan, the anniversary drop revisits Jenner’s most iconic looks, the teal hair, heavy brows and matte lips that once defined 2010s beauty culture. The limited-edition line includes a 10-pan eyeshadow palette inspired by her signature hair colors, four matte lip kits, three high-shine glosses and a shimmering highlighter, all wrapped in packaging reminiscent of her early social media presence. The color stories and product names, such as “2014,” “Ombré” and “Kymajesty,” serve as a direct nod to the peak of her influence, when the King Kylie era dominated the beauty world.
As Variety reports, the nostalgia-driven collection coincides with Jenner’s musical debut in the electro-pop single “Fourth Strike,” featuring Terror Jr. In the music video, she fully embraces her “King Kylie” persona, reflecting on her past while reintroducing it to a new generation. Jenner said in a press statement, “I’ve loved makeup for as long as I can remember, and I’m so grateful to create and share products I use every day with my fans worldwide. It’s been amazing to look back at my past looks and reflect on where it all started.” This acknowledgment of her roots, paired with modern reinvention, captures the essence of what marketing experts now call “newstalgia,” nostalgia reimagined for the present.
Nostalgia has proven to be one of the most powerful marketing tools in recent years. According to brand strategist Ben Fathers in The Drum, nostalgia acts as “a comfort blanket of belonging” that connects people through shared memories and emotions. Consumers do not necessarily need to have lived through a specific era to appreciate it. They only need to understand its aesthetic and emotional appeal. This phenomenon explains why Gen Z, who were children during the 2010s, are now drawn to reliving its cultural moments through music, fashion and beauty trends. Brands such as Pepsi, Urban Outfitters and Hooch have leaned into this strategy by reviving retro logos, Y2K aesthetics and classic product designs that trigger familiarity and excitement.
Barbara Briers, a professor of consumer behavior at the University of Antwerp, explained in an interview with VRT News that nostalgia fulfills a deep psychological and social need. “Nostalgia is a social emotion in which you think back to a positive experience from the past that still has value today,” she said. “When you relive products or songs with fond memories, you feel that social connection from the past again.” This emotional link makes nostalgia especially powerful in uncertain times. People long for comfort, connection and stability, things that nostalgia temporarily restores. Briers also noted that nostalgia often reduces rational thinking, which is why consumers are more likely to spend impulsively when they feel sentimental about a product or brand.
Kylie Cosmetics is hardly alone in recognizing this. From fashion labels resurrecting early-2000s trends to musicians reviving the sounds of the MySpace era, nostalgia has become a business model. For brands like Jenner’s, revisiting their origins serves both as a marketing strategy and a way to reintroduce themselves to a new generation who crave authenticity from legacy creators. What sets successful nostalgia marketing apart, experts say, is authenticity. When a brand revisits its past from a genuine place rather than exploiting it, audiences respond more positively. Jenner’s return to King Kylie fits that mold because she is not pretending it is 2016 again, but rather celebrating what that time meant to her and her fans.
Even with the return of the 2016 aesthetic, it is clear that 2026 will not be a mirror image of the past. The online ecosystem is more fragmented, and digital trends move faster than ever before. Audiences have shifted from idolizing influencers to building their own personal platforms. The focus has moved from perfection to relatability, from global appeal to niche authenticity. The 2016 era of internet culture may remain frozen in time as a defining digital moment, but the new generation is rewriting what influence means, blending nostalgia with innovation to create something entirely their own.
In the end, Kylie Jenner’s King Kylie relaunch is more than a reminder of where beauty culture once stood. It is proof that nostalgia still has power when balanced with evolution. The nostalgia may draw people in, but what keeps them engaged now is authenticity and connection. So while 2026 may borrow the shimmer of 2016’s aesthetic, the spirit of the internet and its audience has already moved forward.
References:
Nws, V. (2025, October 23). Nostalgia sells: why looking to the past is big business | VRT NWS: news. VRTNWS. https://www.vrt.be/vrtnws/en/2025/10/21/nostalgia-sells-why-looking-to-the-past-is-big-business/
Reddy, A. (2025, October 18). Kylie Jenner reheated the “King Kylie” aesthetic with her 10-Year anniversary collection. Cosmopolitan. https://www.cosmopolitan.com/style-beauty/beauty/a69074862/kylie-cosmetics-king-kylie-collection-launch/
The Drum. (2025, February 17). Nostalgia sells. Here’s how to apply its magic to your brand. https://www.thedrum.com/opinion/2025/02/17/nostalgia-sells-here-s-how-apply-its-magic-your-brand
Tingley, A. (2025, October 28). Variety. Variety. https://variety.com/2025/shopping/news/kylie-jenner-king-kylie-li-kits-shop-online-1236556197/