For months she was seen at high-profile events sporting an array of eye-catching wigs in black, blonde and even blue.
Kylie Jenner later admitted the reason behind her love of artificial hair: her own tresses were seriously damaged after years of dyeing, styling and straightening.
However, the sacrifice seemingly paid off – and she marked her recent 18th birthday by swapping to a gorgeous ashy blonde.
"It took months of not dyeing my hair and wearing wigs to get my hair back to health so I can do this!!" she explained on Instagram while unveiling her new look.
So why is Ms Jenner, and just two weeks after the dramatic change, now back to wearing wigs?
Donning bright green, mermaid-style locks, she was on hand to launch the Sugar Factory American Brasserie in NYC – to which she also wore a stunning ivory crop top and matching pencil skirt from surprisingly affordable Aussie label, Zachery.
Although known for her love of mega-expensive designers, Kylie's outfit cost just €125 in total – €52 for the top, and €72.50 for the skirt.
Still, it was very much her hair that proved the talking point of the event – with many fans speculating that the reality TV star's bleached mane is already suffering.
Indeed, in recent days her mop has certainly looked tired and stressed, with the originally 'dirty blonde' hue turning to a more brassy shade.
As well as successfully launching the Sugar Factory, an event to which hundreds of fans and photographers showed up, Ms Jenner is enjoying something of a boon in popularity since turning 18 last month.
Despite the presence of numerous other high-profile celebrities, she and her rapper boyfriend Tyga, 25, have been the toast of New York Fashion Week.
Yesterday, she also modelled pieces from her brother-in-law Kanye West's new Yeezy season 2 collection, the unveiling of which took place at the Skylight Modern venue in Manhattan's swish Chelsea district.
That and the app that she unleashed this week is proving to be a runaway hit.
And on social media, she is still the world's most viewed user on Snapchat, while on Instagram she now boasts some 36million followers.
