We had no problem accepting and anticipating any beauty and skincare launches from the Kardashian/Jenner clan but what we did not see coming was Kanye West’s venturing into said field. Kanye West’s intellectual property holding company, Mascotte Holdings Inc. has filed an application to have Yeezy brand register a trademark to produce cosmetics on June 2.
Yeezy cosmetics is expected to launch several lines that include fragrance, skincare and makeup, body products, self tanners, deodorants, false eyelashes and nail polish. Quite an extensive list that will also include Yeezy-branded baby wipes, aromatherapy pillows, scented pine cones, and essential oils.
The question remains won’t the 43-year-old rapper be competing with his wife’s KKW Beauty or her siblings’ lines, including Kylie’s uber-famous products? Or would he be capitalising and complimenting their ventures? West is already worth approximately $1.3bn according to Forbes, all are assets from his music label, his Yeezy brand and the real estate he owns.
What’s worth noting here is that this is not the first time that Kanye submits a trademark for a beauty brand. Back in 2017, he filed for a trademark for a beauty line named after his mother DONDA. However, no product was ever released under that line, but I for one, am quite looking forward to Yeezy Skincare. I’m very curious about their aromatherapy pillows for one, and perhaps their self-tanners. Despite my ongoing scepticism towards anything Kardashian/Jenner-related but I have to admit that anything they launch they launch it superbly well.