Kanye West files trademark for Yeezy beauty product expansion

By

Jennifer Braun

Published
Jun 16, 2020

Kanye West is looking to expand his Yeezy empire, and may be stepping into the beauty space for the very first time. 

The musician and fashion mogul filed earlier this month for a Yeezy trademark that would potentially span a wide range of beauty and skincare products, according to TMZ. 

The full list of products includes makeup, false eyelashes, facial masks, nail polish, moisturizers, bath gels, body oils, shaving cream, hair care products, and perfumes. The filing also listed some hygienic products like toothpaste and deodorant, and even scented pine cones and aromatherapy pillows. 

With a foray into beauty, West would be following in the footsteps of his wife Kim Kardashian and most of the Kardashian-Jenner clan. Kim has previously successfully launched the KKW Beauty line, while Kylie Jenner operates the massively popular Kylie Cosmetics line, which includes a spin-off collection with sister Khloe. 

But it’s not the first time that the 42-year-old, Chicago-born rapper has teased a beauty line. Similarly in 2017, West's team had filed legal documents to launch makeup and fragrance products under the label 'Donda' - the name of West's late mother - yet the collection never eventuated. Now, fans will have to wait and see whether any products are soon unveiled under Yeezy. 

The label, created and distributed in partnership with Adidas, was first launched with Nike in 2009 and then brought to Adidas in 2013. The pair launched their first shoe together in 2015.

Yeezy footwear often sells for more than $200 a pair in the United States and elsewhere. The brand, which currently only spans fashion and apparel, reportedly made $1.5 billion in sales, last year. 

In April, Forbes confirmed West’s billionaire status, which was largely in thanks to the basketball shoes bearing his name that he developed with Adidas, according to Forbes.