Kanye West

Kanye West Looking to Expand Yeezy Into Beauty and Skincare

  /  06.15.2020

Kanye West is expanding his empire.

The billionaire mogul has filed an application to trademark his Yeezy brand in the area of beauty and skincare. His intellectual property holding company, Mascotte Holdings, Inc., made the filing on June 2, according to documents submitted to the United States Patent and Trademark Office.

In the makeup category, products include foundation, concealer, mascara, toothpaste, deodorant, lipstick, nail polishes, and skin cleansers, among others. The trademark also extends to other products such as incense, room fragrances, body oil, and shampoos.

It’s not clear when West plans to launch his latest endeavor. His family has already dominated the market with their popular beauty brands. His wife Kim Kardashian runs KKW Beauty, while her sister Kylie Jenner operates her highly-successful Kylie Cosmetics and Kylie Skin brands.

This is not the first time Kanye has tried to venture into cosmetics. In 2017, he filed documents for a DONDA beauty brand, named after his mother, but it never got off the ground.

Kanye recently landed at No. 2 on Forbes‘ list of the world’s highest-paid celebrities with $170 million, thanks to his Yeezy partnership with adidas. His sister-in-law Kylie was the top-earner with $590 million after selling a 51 percent stake ​in her Kylie Cosmetics brand to Coty in January.

Ye has been spending time in Wyoming working on other Yeezy products including his Foam Runners, the first American-manufactured Yeezy product, which are set to launch this summer.


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