Kanye West just trademarked a YEEZY beauty line

16 June 2020, 13:49

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By Sophie Thompson

Kanye West's fashion brand YEEZY has reportedly filed a trademark that would allow them to sell makeup, beauty and wellness items.

The Kardashian-Jenner family have conquered the beauty world, and with KKW Beauty booming and Kylie Jenner being added to (and subsequently retracted from) Forbes' rich list for lying about her wealth, Kanye West could be next in line to save Kris Jenner's day and change the way we view our makeup bags.

According to TMZ, YEEZY, Kanye's fashion brand, has recently filed a trademark that would allow them to start creating an exhaustive list of beauty and wellness products, including, but not limited to: makeup, false eyelashes, facial masks, nail polish, moisturisers, bath gels, body oils, shaving cream, hair care products, perfumes, toothpaste and deodorant - plus aromatherapy pillows and scented pine cones, because everyone needs those, right?

READ MORE: Kanye West Gave A Lecture At Oxford University And It Was Golden

Could a YEEZY makeup line be on its way?
Could a YEEZY makeup line be on its way? Picture: Taylor Hill/WireImage/KKW Beauty via Instagram

While the rapper may seem the most unlikely of contenders to be bringing us our next favourite set of lashes, YEEZY was valued at $3billion by the Bank of America last year, so he's definitely someone that knows what he's doing. We only hope he's got permission to become Kim and Kylie's competitors...

However, this isn't the first time he's dipped his toe into the industry. Back in 2017, he filed a similar trademark for Donda cosmetics, named after his late mother, but nothing ever became of it, presumably because, when asked about it by Harpers Bazaar, Kim Kardashian had absolutely no idea of its existence.

"I have no idea where that came from," she told them. "He's always talked about doing stuff like that, but I don't think that anything is in the works." Boy, that must have been one awkward family dinner.

It's possible that Kanye's eyes were lit up by sister-in-law Kylie Jenner's bold business move when she sold 51% of her company Kylie Cosmetics to fellow beauty giant COTY back in November 2019 for a cool $600million - a price that can definitely buy some more beige furniture, right?

And while we're just as confused about this as you are, we actually can't wait to see what he comes up with. Cue the scented pinecone unboxing videos.