King Kylie reigns again, somewhere between memory and our For You pages.

She’s back. Specifically at midnight on Tuesday, when Kylie Jenner, now 28, billionaire beauty mogul, mother of two, did something nobody saw coming: she released a single.

Fourth Strike, a collaboration with pop duo Terror Jr, arrives under the moniker that defined her most electric era, King Kylie.

The track itself is built upon Terror Jr’s 3 Strikes, the song that soundtracked that era and became synonymous with the aesthetic she owned back then.

The name alone is enough to transport you. King Kylie was and is a vibe, an aesthetic, a cultural moment that captured the internet between 2014 and 2016.

This was Kylie at her most experimental: teal dip-dyed hair cascading over graphic tees, Timberlands laced tight, thick eyebrows framing those famously overlined lips, beanies worn low, eyelash extensions for days. 

The moniker itself came from her relationship with Tyga, who went by “King Gold Chains” at the time. In 2015, Jenner changed her Instagram handle to @kingkylie, cementing the persona in digital history.

But King Kylie was always more than just a relationship phase; it was the origin story of an empire. Those overlined lips were a business model eventually. The Kylie Lip Kit launched in 2015, selling out in seconds and building the foundation for Kylie Cosmetics, a brand that would be valued at over $1 billion in a 2019 buyout deal with Coty Inc.

A decade later, Fourth Strike drops ahead of a King Kylie Collection launching later this week, a ten-year anniversary celebration designed to give fans exactly what they’ve been asking for, the Kylie they remember.

For those of us who basically lived online and watched Kylie Jenner’s rise play out post by post, this moment feels like déjà vu. It marks the return of an era that built her empire and rewired how we saw beauty, identity, and the art of the selfie.

It was the time when we all secretly believed that with the right contour, a little confidence, and a good lip kit, you could quite literally become whoever you wanted to be.

The timing couldn’t be more spot on. Kylie Cosmetics has finally made its way to Thailand with a shiny new home at EVEANDBOY, giving fans here a front row seat to all things King Kylie. The collection is now within reach for those who have been craving that early 2010s nostalgia, lip kits, gloss and all. Now the question is, will the new drop make its way to Thai shelves too?