Kanye West is applying for a trademark for the Yeezy beauty line

He wrote Jacqui Palumbo, CNN

Rapper, fashion designer and potential 2024 presidential candidate Kanye West has his own views on the beauty industry. On June 2, West filed a new trademark with the U.S. Patent and Trademark Office under the name of its luxury streetwear brand Yeezy, due to a host of new products that include makeup and fragrances; skin, hair and nail care products; glow on face and body; baby wipes; and hair removal cream.

In addition, a potential new line may include wellness items such as fragrant ceramic stones, aromatherapy pillows, essential oils, bath crystals and fragrant pine particles.

Yeezy beauty would bring West into competition with his wife Kim Kardashian-West, who owns KKW Beauty; and daughter-in-law Kylie Jenner, who sold a majority stake in her brand Kylie Cosmetics Coty last November for $ 600 million.

The Kardashian-West-Jenner family on the debut of the Yeezy 3 season will add another cosmetic brand to the family portfolio to enter the beauty market, along with KKW Beauty and Kylie Cosmetics. Credit: Jamie McCarthy / Getty Images North America

While celebrity fragrances flourished in the 2000s, between Paris Hilton, Mariah Carey and Britney Spears, among many others, this decade saw the dominance of celebrity and wellness empires, including GOOP Gwyneth Paltrow, Jessica Alba’s Honest Company and Rihanna’s Fenty Beauty. By 2023, the global beauty market is expected to be worth more than $ 150 billion.

This is not the first time West has shown interest in launching a beauty line. In 2017, he filed a cosmetic trademark under his company Donda, named after his late mother, but never moved forward with the launch.

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West spent a decade building a name for fashion, with two faulty clothing lines – Pastelle Clothing and DW by Kanye West – before the successful collaboration of sneakers and streetwear with Adidas, Yeezy Season 1, launched in 2015. Since then. , Adidas and West continued with four more “seasons,” and season 5 debuted at New York Fashion Week 2017.

West started Yeezy in 2015 as a collaboration with Adidas; according to Bloomberg, the brand of sneakers and streetwear is worth three billion dollars from 2019.

West started Yeezy in 2015 as a collaboration with Adidas; according to Bloomberg, the brand of sneakers and streetwear is worth three billion dollars from 2019. Credit: Brad Barket / Getty Images North America / Getty Images for fast company

Other ventures of the West were even more fulfilled. In 2008, he signed a contract to open 10 locations of the fat burger franchise chain in Chicago, but only two were opened, with one shutter before the company bought another. In 2019, he embarked on a project to house the Los Angeles homeless population in prefabricated domes, inspired by the desert cave houses of the planet Tatooine in “Star Wars”. Shortly after he discovered them, prototypes on his land in Calabasas were torn down due to violations of construction laws and West’s lack of property permits.
West has yet to announce any plans for the Yeezy beauty line, but if it does, it will add both a broad portfolio of brands and projects and its newly anticipated billionaire status. In April finally Forbes confirmed West reached a turning point after the hip hop artist accused the magazine of deliberately kidnapping him – and once claimed to change his name to “Christian Genius Billionaire Kanye West.”
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