The celebrity news website, TMZ, discovered that Kanye West filed a trademark for a Yeezy skincare and beauty line. Rather than work collaboration with the Kardashian family with Kim’s KKW Beauty or Kylie Cosmetics, West is planning on creating the beauty brand through his company Yeezy.
West is known for offering unique items for Yeezy but it’s reported West will be offering a cosmetics range including false eyelashes, makeup, nail polish, and perfumes. The new beauty range will also feature skincare products including face masks, moisturizers, bath gels, and body oils.
Kanye West files 'Yeezy' trademark for a number of beauty and cosmetic products (makeup, bath gels, toothpaste, & more).
— Complex (@Complex) June 14, 2020
Yeezy will also be offering everyday items including shaving cream, hair products, toothpaste, deodorant, aromatherapy pillows, and scented pine cones for elevated home decor. Fans are excited but should know that this isn’t the first time West attempted to launch a beauty brand.
Back in 2017, West filed a similar trademark with the intention of creating a beauty brand as a tribute to his mother, Donda, that was planning to include lotion, perfume, and makeup products. Though it is unclear why the makeup collection was ultimately never released.
Yeezy’s style is becoming more gender-neutral and some are speculating that West will carry over this style choice to the beauty brand. Though it is unclear whether when or if this beauty brand will launch but it will be interesting to see if he’ll seek the Kardashians’ help in this transition.