There was a time when Kylie Jenner was synonymous with a certain type of make-up: full face, heavy foundation and contour, matte liquid lip, thick Instagram brows. Her brand Kylie Cosmetics, which launched in 2015, made its fortune on products to help people achieve this look. Think: lip kits, intensely pigmented highlighters and eyeshadow palettes full of neutral shades. But the trend cycle moved on, a more “natural” dewy look became the preference, and since then Kylie Cosmetics has been quietly evolving to meet these new desires.    

While no products have caused the zeitgeisty, industry-changing hype of the lip kits, the last few launches have become solid favourites that even people who aren’t naturally inclined towards Jenner can’t help but like. The Skin Tints received almost unanimous praise on TikTok, while Cosmic, a floral eau de parfum which was released last March, became the fastest-selling fragrance of 2024. Products like the multi-use Glow Balms and Blush Tints and the new tinted Lip Butter are designed to help you achieve that perfect glowy, flushed look. Now, her next launch is continuing down this path of minimalist, light-touch make-up, although this time with a finish that calls back to the extreme matte looks of the King Kylie era.

The Natural Blur Powder Foundation is a smooth powder with a blurred matte finish that offers medium buildable coverage. Available in 30 shades with a vegan and non-comedogenic formula, it aims to reduce excess oil and control shine while smoothing out the appearance of pores and skin texture. While I’ve been a sworn and dedicated fan of powder foundations since I bought my first Bare Minerals 12 years ago, in general, powder foundations have gained an unfavourable reputation for being dry, chalky and cakey. It was a reputation that Jenner wanted to challenge. “We worked to make sure the formula was hydrating so it’s comfortable to wear even for dry skin types,” she tells Dazed. 

Here Jenner speaks to Dazed about her evolving relationship with beauty, the return of matte looks and all about the new foundation.

How has your relationship to beauty changed over the years?

Kylie Jenner: I’ve definitely cut down on my make-up routine and have been leaning towards a more natural make-up look, so taking care of my skin is even more important since I’m letting it shine through more. I’ve learned the key is to make sure I’m always hydrating my skin (even lips) – I love using our lip butter for this.

What beauty trends are you most excited about right now?

Kylie Jenner: I’m excited to see the return of matte looks. Even though I’ve recently been embracing a more natural, dewy look, I still love my matte products like our plumping powder matte lip and lip liners.

What can you tell us about the new foundation?

Kylie Jenner: I’m so excited to launch our first powder foundation – Natural Blur Powder Foundation. This formula gives an airy, blurred matte finish, and is formulated with skin-loving ingredients, so it’s super comfortable to wear and allows skin to breathe. It also smooths the appearance of pores, fine lines, and skin texture while reducing excess oil and helping to control shine. I love how versatile it is – sometimes I use it alone as a foundation, or as a finishing powder over my Skin Tint Blurring Elixir.

 Why did you want to have a powder option in the collection?

Kylie Jenner: I love using powder for a more natural, effortless look or to add coverage, so powder just made sense in our complexion line. I also find that powder foundations can be drying and cakey, so I wanted to create one that was hydrating and comfortable to wear – even for dry skin types.

On what occasions would you reach for a powder foundation instead of a liquid one?

Kylie Jenner: It depends on the look I’m going for – on a regular day, I’ll usually do a more natural look, and for that I’ll use my Skin Tint Blurring Elixir. It has a skin-like finish that can be built up to go from light to medium coverage. If I’m going for additional coverage, I’ll pair it with our Power Plush Longwear Concealer and our new powder foundation, as a finishing powder. If I have a red carpet event where I want full coverage, I’ll use our Power Plush Longwear Foundation with the powder foundation for a smooth, flawless base. I love that all our complexion products are really versatile, easily buildable, and blend into skin seamlessly without being cakey, so they’re great to use together.

 Do you have any tips or tricks for using a powder foundation?

Kylie Jenner: If you prefer more dewy make-up looks, only apply this powder to your oily, shiny areas, like your t-zone.

The foundation is vegan – why is that aspect important to you?

Kylie Jenner: Clean and vegan beauty is so important to me. My team and I have done research on safe and clean ingredients. So, when creating products for Kylie Cosmetics, it’s important that we only launch good-for-your skin formulas that don’t compromise on performance.