Kanye West Files Trademark for Yeezy Beauty Products

The Yeezy designer may be preparing to break into the beauty business.

Kanye West might be getting into the beauty world, according to a new trademark application filed for his Yeezy brand.

The trademark was filed on June 2 by West’s intellectual property holding company, Mascotte Holdings, Inc. Make up and skincare products that Kanye has filed for includes foundation makeup, eye makeup, facial cleansers, facial creams, body scrubs, shampoos and conditioners.

Home products are also listed. Such as room fragrances, scented linen sprays and potpourri. 

The list also includes unique products such as Yeezy-branded baby wipes, “scented pine cones” and aromatherapy pillows, according to the application.

Kanye will be joining his family

If Kanye does enter the beauty industry, he will be joining his family. His wife, Kim Kardarshian, who founded KKW Beauty, and his sister-in-law Kylie Jenner, who launched the equally popular Kylie Cosmetics.

Kim Kardashian West said her KKW Beauty and KKW Fragrance sales “doubled in a year” after launching. And sister-in-law Kylie Jenner sold a 51% stake in her Kylie Cosmetics. Kylie Skin business to beauty conglomerate Coty for $600 million in November 2019.

Earlier this month, Jenner ranked No. 1 on Forbes‘ 2020 Celebrity 100 list as the world’s highest-paid celebrity. Despite her recent feud with the magazine over her billionaire status. West followed Jenner as the second highest-paid star on the list. 

According to Forbes, the 43-year-old rapper is already worth an estimated $1.3 bn. When taking into consideration assets such as Yeezy, his music label and real estate he owns.

Despite the business magazine’s analysis, West maintains that his net worth is higher. He reportedly texted Forbes, “It’s not a billion. It’s $3.3 billion since no one at Forbes knows how to count.”

However, Forbes pointed out that “West’s aggressive $3 billion self-appraisal is clearly based on the idea that the business is infinitely portable. It’s not. Taking Yeezy away from Adidas seems almost prohibitively cumbersome, if not contractually impossible. A safer way to value it: as a royalty stream, like music publishing or film residuals.”

The outlet estimated that West receives about a 11 percent royalty of Yeezy revenue from Adidas. Which produces and distributes the trendy sneakers.

In the magazine’s annual World’s Highest-Paid Celebrities ranking released in June. Forbes listed West with the second highest earnings by bringing in $170 million. Much of which brought in from his Yeezy sneaker partnership with Adidas.

However, as TMZ notes, this is not the first time Kanye West filed a trademark application in the beauty realm.

In 2017, the fashion designer submitted a trademark for DONDA brand cosmetics, named for his late mother. But he never released products from the brand.