Kanye West files Yeezy trademark for beauty, skincare and fragrance products

Application lists products such as mascara and essential oils 

Chelsea Ritschel
New York
Monday 15 June 2020 17:42 BST
Kanye West files Yeezy trademark for cosmetics (Getty)
Kanye West files Yeezy trademark for cosmetics (Getty)

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Louise Thomas

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Kanye West may be expanding into the beauty industry with his brand Yeezy, according to a trademark application filed by the company.

On Monday, TMZ reported that West's intellectual property holding company, Mascotte Holdings, Inc, had filed an application to trademark the Yeezy brand in the area of cosmetics.

The documents, which were submitted to the United States Patent and Trademark Office on 2 June, cover numerous beauty, fragrance and skincare products, including makeup, false eyelashes, deodorant, self-tanners, nail polish, moisturisers, and body oils.

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

If West does break into the beauty industry, he will be joining his wife Kim Kardashian, who founded KKW Beauty, and his sister-in-law Kylie Jenner, who launched the equally popular Kylie Cosmetics.

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

However, as TMZ notes, this is not the first time West has 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 never released products from the brand.

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