This isn’t the first beauty-themed trademark from Kanye’s company, Mascotte Holdings. In 2017, he secured the rights to Donda cosmetics (named after his mum, who passed away in 2007), but has yet to take the venture further.
It makes sense that now is the time for Kanye to look into expanding his empire though, as according to a recent Forbes report, the 43-year-old achieved billionaire status this year thanks to his wildly successful trainers and fashion partnership with Adidas. Kanye has been using the ‘Yeezy’ name for his fashion lines, including the trainers launched in partnership with Adidas, since 2015.
BAZAAR.com asked Kim about the possibility of a Kanye-backed beauty line in 2017. “I have no idea where that came from,” she said. “That’s not true. He’s always talked about doing stuff like that, but I don’t think that anything is in the works.” Could it be in the works now?
Kanye West is apparently looking to follow in the beauty empire footsteps of his wife Kim Kardashian West and sister-in-law, Kylie Jenner.
According to TMZ, the fashion designer and rapper just filed a trademark for Yeezy Beauty that covers an absolute ton of beauty, skincare and fragrance products, including ‘makeup, false eyelashes, facial masks, nail polish, moisturisers, bath gels, body oils, shaving cream, hair care products and perfumes’. There’s also toothpaste, deodorant and… scented pine cones.
Although we are absolutely *dying* to get our hands on pair of Yeezy scented pine cones (a festive release in time for Christmas maybe, Ye?), it has to be said that celebrities often file blanket trademarks that cover a ridiculous amount of items, just in case they choose to manufacture them in the future. If Yeezy Beauty does come to fruition, it will join the family’s ever-growing beauty business which already consists of KKW Beauty, KKW Fragrance, Kylie Cosmetics and Kylie Skin.