The makeup mogul owns the advertisement spot at the intersection of La Cinega and Santa Monica Boulevard in West Hollywood, which she uses to promote her businesses, including her wildly popular Kylie Cosmetics.

In September, the 25-year-old reality star was promoting new line in her makeup range, so the billboard featured the image of a woman wearing dark glasses and a simple caption that read “09.14,” along with the Kylie Cosmetics website.

A TikTok creator noticed the billboard and became confused by the woman in the photo who resembled one of the Kardashian/Jenner women, but it wasn’t quite clear who.

“If you live in Los Angeles you might be aware that Kylie Jenner owns a billboard… she has for years and I usually drive by and I don’t pay attention to it,” TikToker @semlerrr started.

“But today it caught my eye, because who is this?”

The TikToker could not figure out if the woman was Jenner’s mom, Kris Jenner, 66, or her older sisters, Kim and Khloe Kardashian, 41 and 38.

“At first I was like ’that’s obviously Kris’, but then I was at a red light and I looked closer at I was like ’no that’s Kim’,” the TikToker said.

“And then I was like ’no, that’s Khloe doing a Kris deep fake but then it’s on the Khloe billboard.”

The creator finished off by poking fun at the size of the Kardashian/Jenner clan. “Who is this one? Is this a new one? Is this none of them? I’m stressed.”

Almost 2,000 TikTok users shared their thoughts in the comments section, and many came up with some hilarious options.

“BABE WAKE UP A NEW KARDASHIAN JUST DROPPED,” wrote Holly, while Tiffany Eva Rachel Ferguson commented: “It’s Karla Kardashian.”

Elyza Halpern made a callback to the Marvel Cinematic Universe. “It’s Metaverse Kris,” they wrote.

The woman on the billboard was in fact Kris Jenner, who launched her own line under the Kylie Cosmetics brand.

Jenner took over Kylie Cosmetics on Mother’s Day to launch her Kris Collection, which she described as “hacking” the beauty company.

The products leaned into her persona of a relentless “momager” of her children who made her fortune off their success, and the products were emblazoned with her image.

One image of her even included the number “10%” on her sunglasses, which was a callback to an ongoing joke about the momager’s fee she makes from her famous family.

Some of the products in the range include a mini lip collection, pressed powder face palette, eyeshadow palette and lipstick with a matching lip liner.

Kylie Jenner bought the West Hollywood billboard in 2019 to wish the father of her two children, Travis Scott, 31, a happy birthday.

She commissioned the customized billboard to celebrate Scott’s 29th birthday on April 30, and it featured a photo of her with their daughter, Stormi, and a larger image of the toddler.

“Happy Birthday Daddy. Love, Mommy & Stormi XO,” the billboard read.

Jenner and Scott welcomed their second child in February 2022. They originally named their newborn son Wolf, but said one month later that they planned to change his name.

The couple has yet to reveal the boy’s new name, with Jenner saying she did not want to go public, just in case they changed their minds again.

“I am not going to announce it yet because God forbid I change it again,” she told her mom in season 20, episode 14 of the family’s reality show, The Kardashians.

“It hasn’t been changed legally yet. Travis still changes it a few times, and he will call [him that name] for the day.”

Jenner added: “I thought it would just come to us when we saw him and it didn’t, and 24 hours before we had to register him, Khloe said, ‘What about Wolf?’ and I liked the ‘W W’ so we just put Wolf Webster in the moment and right after I signed the birth certificate, I thought, ‘What did I just do?’”

Newsweek has reached out to Kylie and Kris Jenner for comment.