Kanye West already has been a success in music, fashion and footwear. He may now be bringing that golden touch to cosmetics.
TMZ first reported on newly submitted documents that show West filed a trademark for his Yeezy brand to cover items like makeup, nail polish, body oils, bath gels, facial masks, moisturizers, false eyelashes, perfumes and hair care products.
West’s Mascotte Holdings company filed the paperwork on June 2, and the Yeezy name also would cover hygiene products such as deodorant and toothpaste. The filing is the music producer’s second time trademarking a name to get into the cosmetic industry.
The first time was in 2017 when he submitted documents to secure the name Donda for beauty and skin care products, but the line never took off. Donda is the first name of West’s late mother Donda West, who passed away in 2007 after having a cosmetic surgery procedure.
She would not live to see her son become a dominant figure in the sneaker world and a billionaire, a financial status that was confirmed by Forbes in April.
The Yeezy sneaker brand was valued at $3 billion in 2019 by Bank of America. West also owns $21 million in real estate, has a car collection worth $3.8 million, and owns almost $300,000 worth of livestock.
He used some of that money for good recently, donating $2 million to the legal teams of George Floyd, Ahmaud Arbery and Breonna Taylor and setting up a 529 college savings plan for Floyd’s 6-year-old daughter Gianna.
“The College Dropout” rapper hasn’t announced the cosmetics line or revealed any plans yet.
If the line does get launched, he would be joining his wife Kim Kardashian in the beauty business, as she heads her successful KKW beauty line. West’s sister-in-law Kylie Jenner is also a major player in the business with Kylie Cosmetics.