The 28-year-old billionaire recently treated herself and her closest girlfriends to a truly wild girls’ getaway in Turks and Caicos. In footage from the trip, the founder of a massive cosmetics empire behaves more like a reckless college kid on vacation than a serious CEO.

Fans are loving Kylie’s chaotic energy. “You’re glowing, girl! Love how you work all day and party all night!” and “She literally IS this summer,” excited followers wrote across social media.

The star is seen drinking beer and fruity cocktails, dancing wildly with friends, and at one point even jumping into a swimming pool fully dressed in a mini dress. One photo of her hugging a friend is captioned: “We are not okay.”

However, according to the Daily Mail, the entire “party girl” vibe is far from spontaneous — it is a carefully crafted strategy designed to boost sales of Kylie Cosmetics products among Gen Z consumers.

A Businesswoman Behind the Party-Girl Mask

“Kylie is intentionally presenting herself as a carefree party girl to promote the new shades of Kylie Cosmetics Lip Butter,” an insider told the Daily Mail. “In reality, she barely drinks and rarely parties. She usually wakes up at dawn for workouts, is already in the office by 7 or 8 a.m., and rushes home in the evenings to cook dinner for her kids. She’s a true boss who completely controls the game.”

Still, Jenner reportedly enjoys playing the role of the spontaneous fun girl. She likes creating the illusion that she has a “wild side.” But even when she occasionally goes out with old friends, business remains at the center of everything she does.

Nearly every post from the tropical vacation doubles as an advertisement. Kylie cleverly recruited her most glamorous friends as unofficial models: the women showcase their toned bikini bodies while simultaneously promoting the cosmetics brand. Each member of the group has already posted makeup tutorials and product reviews featuring Kylie Cosmetics items.

Total Branding Worth Millions

Kylie Cosmetics logos are everywhere inside the rented luxury beachfront mansion — on mirrors, sun umbrellas, robes, towels, and even the cocktails.

Guests found lavish welcome gifts waiting on their beds: branded swimsuits, lighters, travel itineraries, disposable cameras, piles of makeup products, woven beach bags, and water bottles.

Kylie herself already filmed a room tour of the sprawling villa with its enormous pool before slipping into a pale pink bikini for mirror selfies while holding a coconut cocktail. Later, she posed in a black swimsuit and pieces from her new 2026 summer collection for her fashion label KHY.

The previous large-scale Kylie Cosmetics Summer Trip took place back in 2019, when Sofia Richie was among the invited guests.

Dreams of Building a Family Legacy

Kylie is clearly thinking long-term. While celebrating the 10th anniversary of her beauty empire in November 2025, she admitted that her dream is to eventually pass the company on to her daughter.

“Ten years later, I’m still passionate about creating cosmetics,” Jenner said. “My dream is for my daughter to one day take over Kylie Cosmetics. I want this to become a legacy brand, and I work toward that future every single day.”