Kanye West May Expand Yeezy Brand Into Beauty And Skincare Products

Kanye West may compete with his wife and sister-in-law’s popular beauty brands in the near future. On June 5, the artist’s intellectual property holding company, Mascotte Holdings, Inc. filed an application to trademark the Yeezy brand in the area of cosmetics, according to documents submitted to the United States Patent and Trademark Office.

The category includes makeup like foundation, concealer and more, toothpaste, deodorant, perfume, self-tanning lotions and hair care products among other products. The application also included uniquely-West additions like incense, room fragrances, scented stones, aromatherapy pillows and more.

It’s not clear if West has any immediate launch plans, but if Kanye, 43, does produce Yeezy makeup and cosmetics, he’ll be following in the footsteps of Kylie Cosmetics, Kylie Skin and KKW Beauty, which both sell foundation, concealer, eyeshadow and lipstick. The sisters have also collaborated together on a line of fragrances.

While Kylie Cosmetics is partially owned by Coty, the beauty conglomerate is in talks to acquire KKW Beauty. However, West already has a lucrative partnership for his Yeezy line with Adidas. Recently, he revealed that the Yeezy brand is valued at more than $1 billion.

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