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Like it or not, Kylie Jenner knows how to get people talking — and not just talking, but speculating. She has turned marketing into a subcategory of the dark arts and for that we respect her. And she has just pulled what is perhaps her most mysterious and buzz-generating brand move yet.
As of Tuesday, May 4, everything was conspicuously deleted from the Kylie Cosmetics Instagram grid. Everything but one new image of Jenner herself — a Polaroid-style picture of the beauty mogul standing against a pink wall and wearing metallic pink leggings with a matching bra. Her hair is pitch-black with blunt, asymmetrical bangs. The caption says: "Something is coming." That is perhaps one of the most fear-instilling statements in horror movies, but in the beauty world it incites enthusiastic curiosity.
Meanwhile, over on the Kylie Cosmetics website everything is gone except for a landing page that echoes the Instagram post. A big pink block promises "SOMETHING. IS. COMING." The opportunity to find out what that is via email is offered with a sign-up field.
Meanwhile meanwhile, what few products are left in inventory on Ulta's website are on sale — and quite deeply discounted. For example, the Skin Concealer, normally $20, is just $5, and the legendary Matte Lip Kit has been reduced from $29 to $12.
It's no surprise that the predominant assumption is a Kylie Cosmetics makeover, with Instagram replies and countless tweets confidently declaring this an act of rebranding. However, at this point, the Kylie Skin Instagram account and websites continue to operate as usual, seemingly blissfully unaware of its big sister brand's existential crisis.
Needless to say, Allure will stay on top of any developments in this mysterious matter and report what we know as we know it.
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Originally Appeared on Allure