Last week, news broke that Kylie Jenner is launching a skincare line. Yesterday, beauty influencer James Charles posted a photo with Jenner “bare-faced” on Instagram. Coincidence? We think not.

And today, Kylie posted a series of Instagram stories sporting a relatively lo-fi guise, freckles and all. And whilst the link between some striped-back Insta snaps and a new skin range seems a stretch, we think Jenner is slowing sowing the seeds of a big skincare launch with a skin-centric social strategy.

In what is set to be an extension of her billion dollar makeup empire, Kylie Cosmetics, “Kylie Skin” was recently patented by the youngest Jenner. On September 27, the United States Patent and Trademark Office, released the trademarks “Kylie Skin” and “Kylie Skin by Kylie Jenner”, plus the domain name, “”. Whilst there’s still no official word from Jenner on the veracity of such, she’s been dropping subtle skin hints on social media.

In James Charles’ post, the “bare-faced sisters” are striped-back with little makeup and a lot of freckles. On Kylie’s personal Instagram story, it’s a similar tale; one of minimal makeup and freckles. A long-shot perhaps, but remember every move from the Kardashian / Jenner family is a calculated one; every post, every caption, every tweet purposeful and preconceived.

As she begins to steer her social into more skin-focused territory, we wait for more details of her new beauty empire to unfold.