Kylie Jenner’s promotional video for her revived King Kylie Cosmetics collection, featuring her in handcuffs being led by actors dressed as officers, has ignited widespread criticism for being insensitive to ongoing immigration enforcement actions and protests across the U.S., with detractors labeling it “deeply out of touch” and “insanely disgusting.”

The beauty world was abuzz over the weekend as Kylie Jenner, 28, teased the return of her iconic “King Kylie” era with a new cosmetics collection set to launch on October 18, 2025. But what began as a nostalgic nod to her rebellious teen years quickly spiraled into controversy, with social media users accusing the billionaire entrepreneur of insensitivity amid heightened national discussions around immigration policies and community safety concerns. The promo clip, shared on Instagram and Snapchat on October 11 and 12, shows Jenner in a skimpy black leather ensemble—complete with a bra, micro-shorts, sheer tights, and teal hair streaks—being escorted down a dimly lit hallway by two men in police uniforms, her hands bound behind her back. While Jenner framed it as a playful throwback, critics saw it as a glaring misstep in timing and tone.

The video, part of a larger campaign celebrating a decade since the 2015 debut of Kylie Cosmetics, opens with Jenner striding confidently in slow motion, overlaid with the text “King Kylie.” It transitions into a mock interrogation scene before cutting to a getaway assisted by her mother, Kris Jenner, emphasizing themes of glamour and escape. Jenner captioned her Instagram post: “This King Kylie Collection is truly for you!!! 💋 you’re the reason my biggest cosmetic dreams came true, and I wouldn’t be here.. 10 years later!” The line includes lip kits, glosses, and bold palettes inspired by her experimental phase, when she first rose to fame with blue hair and edgy social media aesthetics. Fans who embraced the revival praised its empowering vibe, with comments flooding in about the “iconic” looks and long-awaited products. However, the imagery struck a raw nerve for many, especially as reports of intensified Immigration and Customs Enforcement (ICE) activities and related demonstrations dominate headlines.

Backlash erupted primarily on Reddit’s r/KUWTK subreddit, where a post sharing a screenshot of the clip garnered hundreds of reactions within hours. One top comment read: “The country’s boiling over, citizens being dragged off by rogue badge hungry rent-a-cops, and Kylie Jenner drops a handcuffed hot-pants photoshoot to promote COSMETICS. This isn’t satire; it’s American rot.” Another user piled on: “lol as if she could ever comprehend what the people she cosplays as are going thru… this is insanely disgusting, and i didnt even think about how deeply out of touch this was til i read your title for this post. you’re so right.” The sentiment echoed across platforms, with X (formerly Twitter) users and Instagram commenters decrying the promo as “unbelievably tone-deaf” and a symbol of unchecked privilege. “KYLIE YOUR PRIVILEGE IS SHOWING,” one blunt response stated, while others labeled it “gross” and questioned the use of carceral motifs for branding.

The timing amplified the outcry. Just days before the promo dropped, reports highlighted ongoing ICE operations in cities like Chicago and Los Angeles, where families expressed fears over separations and holding conditions described as inadequate. Protests under the banner of “No Kings” have surged in response to perceived overreach in federal policies, drawing parallels to Jenner’s self-proclaimed “King” title. Critics drew direct lines to historical misfires by the Jenner family, most notably Kendall Jenner’s 2017 Pepsi ad, where she handed a soda to a police officer amid a staged protest, only for it to be pulled after accusations of trivializing social movements. “Is she actually trying to recreate the same controversy Kendall went through with the tone-deaf Pepsi ad???” one Reddit commenter asked, highlighting a pattern of perceived cultural obliviousness.

Jenner, whose net worth exceeds $700 million largely from Kylie Cosmetics—sold in part to Coty Inc. for $600 million in 2020—has long navigated scrutiny over her rapid rise and influence. The brand revolutionized lip products with its matte liquid lipsticks, generating $420 million in sales in its first year and cementing her as a self-made mogul, per Forbes. The King Kylie revival taps into that origin story, complete with a Snapchat-exclusive “short film” that expands the narrative into a glossy heist-like adventure. Supporters argue the backlash misses the point of escapist fantasy in marketing, with one X user posting: “OMG! Please shut up for 2 minutes! It’s an ad to sell sh!t.” Yet, the divide underscores broader conversations about celebrity accountability, especially for those whose platforms amplify commercial messages during turbulent times.

As of October 14, Jenner has not publicly addressed the criticism, continuing to share teaser images of glitter-covered shoots and crown motifs on her Instagram, where the promo post has racked up over 5 million likes despite the uproar. Her team, reached by outlets like Page Six, offered no immediate comment, focusing instead on the collection’s hype. Meanwhile, the discourse has spilled into marketing circles, with experts like those at B&T magazine noting that “shockvertising” can boost views but risks alienating audiences when it veers into perceived insensitivity. “From Sydney Sweeney’s great jeans to Jenner’s police-themed beauty promo, it’s clear that shockvertising works, until it doesn’t,” one analysis quipped, predicting the clip could still drive sales amid the free publicity.

This isn’t Jenner’s first brush with controversy; her 2015 cornrows hairstyle and use of racialized beauty trends have drawn past accusations of cultural appropriation. Yet, her business acumen remains unchallenged—the King Kylie drop is projected to sell out quickly, buoyed by loyal fans nostalgic for the era that launched her empire. As one defender on Reddit put it, “She’s just doing her thing—let’s focus on the makeup.” For detractors, however, the promo represents a larger disconnect: a celebrity insulated by wealth, seemingly unaware of the real-world echoes her imagery evokes.

The incident has also reignited debates on corporate responsibility in influencer-driven brands. Advocacy groups like the ACLU, while not directly commenting, have used similar moments to highlight media’s role in normalizing or challenging systemic issues. On X, posts from users like @Percy92070023 amplified the anger, tying it to broader political frustrations: “SMH! SHE’S ONLY ABOUT HERSELF LIKE HER TACO PEDOHEBEPHILIA FELON PREZ.” Conversely, neutral observers on platforms like Pedestrian.TV noted the irony: “This is so inappropriate for the culture RN, like read the fucking room Kylie.”

As the collection’s launch approaches, all eyes are on whether Jenner will pivot or double down. Her silence so far mirrors past strategies, letting the buzz—positive or negative—propel visibility. In an industry where controversy often equals clicks, the King Kylie saga serves as a reminder of the tightrope celebrities walk between fantasy and reality. For now, the handcuffs are off-screen, but the conversation cuffs Jenner to a moment of unintended reflection on power, perception, and the products that built her throne.