A 21-year-old billionaire with an Instagram following of 136 million — Kylie Jenner’s popularity and influence is pretty much unparalleled. Her highly coveted makeup drops often sell out immediately online, and her pop-ups typically see long lines of obsessed fans. At one point, Jenner’s announcement of the birth of her daughter Stormi held the world record for most likes with at 18 million (that is, until she was challenged and dethroned by @world_record_egg in January, in a viral post that now boasts 53 million likes.) When Jenner speaks, the world listens… and critiques, too, apparently. KylieSkin At least, that’s the case for her latest Internet-breaking release, the announcement for her new KylieSkin skincare line, which is set to launch online tonight at midnight in Hong Kong (9am PST). With all the sneak peeks leading up to the official website launch, many loyal fans of her cosmetics empire seem to be turning their backs on their queen. Here’s what we know about the new range: The KylieSkin line is made to be suitable for all skin types, is fragrance-free and allegedly cruelty-free. There’s a foaming face wash, vanilla milk toner, walnut face scrub, moisturiser, eye cream and vitamin C serum. There’s also makeup wipes and a travel set of miniatures, with mid-range prices starting at US$20 for the eye cream and US$125 for the entire set. KylieSkin Dripping in pretty Barbie-pink and wrapped in ombré packaging, it certainly gives off a girlish, retro aesthetic that’s seemingly made for Millennials, though plenty of people are dubious, equating the simplicity of the line with outdated basicness. After all, skincare has come a long way in terms of scientific backing, and KylieSkin products seem to offer nothing groundbreaking when it comes to the ingredients: The moisturiser is all about shea butter and glycerin; the vanilla milk toner is alcohol-free and is made of avocado oil and apple extract.

But it’s news of her walnut face scrub that has exploded with the most backlash. Netizens are hitting the launch with claims that the micro shreds of walnut (when used as an exfoliator in a scrub, particularly) can be incredibly damaging for the skin — creating micro-tears that can lead to wrinkles and premature ageing.

Some have even expressed pained, nostalgic comparisons of the walnut scrub to the iconic drug store apricot scrub by St. Ives, which also uses walnut — to which St. Ives has responded by, too, jumping on the social media bandwagon. KylieSkin Those who still get behind the scrub popular in the ’90s and ’00s are more likely to defend Jenner’s new line. Kylie’s walnut scrub uses a finer powdered walnut, on top of moisturising squalane, sodium hyaluronate — a derivative of hyaluronic acid — as well as ginseng extract to “energise the skin.” Kylie herself, in a promo video, claims to use it two to three times a week, also saying ,”This isn’t too abrasive,” “It’s gentle enough to use every day,” and “It’s my secret to a fresh face.”

Who knows, it could actually be worth the hype. Will people still buy Kylie’s products despite the incessant memes, jokes and backlash? You can most definitely bet on it.

KylieSkin launches tonight online at midnight, Hong Kong time (9am PST).

Evelyn Lok
Managing Editor
When not trying out the latest beauty and wellness trends, Evelyn is likely enjoying a perfectly balanced negroni or exploring some of Hong Kong's best new places to eat and drink. At Lifestyle Asia she covers everything from the biggest events in town to interviews with Hong Kong specialists, with topics spanning art, food and drink, health, tech, and travel.