Kanye West trades for the Yeezy beauty line

Kanye West trades for the Yeezy beauty line

Written by Jacqui Palumbo, CNN

The rapper, fashion designer and potential presidential candidate of 2024, Kanye West, has a view of the beauty industry. On June 2, West submitted a new trademark to the United States Office of Patent and Trademark Office under the name of luxury streetwear brand Yeez , for a range of new products that include makeup and perfumes. skin, hair and nail care products. face and body glow baby wipes? and depilatory cream.

In addition, the possible new line may include wellness items such as aromatic ceramic stones, aromatherapy pillows, essential oils, bath crystals and aromatic pine cones.

A Yeezy beauty line would bring the West into competition with his wife, Kim Kardashian-West, who owns KKW Beauty. and her sister, Kylie Jenner, who sold most of Kylie Cosmetics to Coty for $ 600 million last November.

The Kardashian-West-Jenner family debuted at Yeezy Season 3. West’s entry into the beauty market will add another brand of cosmetics to the family portfolio, along with KKW Beauty and Kylie Cosmetics. Credit: Jamie McCarthy / Getty Images North America

While the 2000s saw a rise in perfume celebrities from Paris Hilton, Mariah Carey and Britney Spears, among others, this decade has seen the dominance of beauty and wellness empires, including GwOP of Gwyneth Paltrow, Honest Company by Jessica Alba and Rihanna’s Fenty Beauty. By 2023, the global beauty market is expected to reach more than $ 150 billion.

This is not the first time the West has shown interest in launching a beauty pageant. In 2017, he filed a trademark for beauty products under the company of Donda, named for his late mother, but never made a launch.

West has spent a decade creating a name for himself in fashion, with two inactive clothing lines – Pastelle Clothing and DW by Kanye West – before the successful collaboration of sneakers and streetwear with Adidas, Yeezy Season 1, released since 2015. Since then, Adidas and West have watched four more “seasons”, with the 5th season making its debut at New York Fashion Week 2017.

West launched Yeezy in 2015 in collaboration with Adidas. According to Bloomberg, the sneaker and streetwear brand is worth $ 3 billion from 2019.

West launched Yeezy in 2015 in collaboration with Adidas. According to Bloomberg, the sneaker and streetwear brand is worth $ 3 billion from 2019. Credit: Brad Barket / Getty Images North America / Getty Images for Fast Company

The other companies in the West were fuller. In 2008, it agreed to open 10 franchise sites in the Burger Fatburger chain in Chicago, but only two were opened, with one closure before the company bought the other back. In 2019, a project was launched to house the homeless population of Los Angeles in prefabricated domes, inspired by the desert caves of the planet Tatooine in “Star Wars”. Shortly after their revelation, the originals on his land in Kalavasa were demolished in violation of building codes and the lack of Western-owned licenses.
West has not yet announced plans for a Yeezy beauty line-up, but if he does, he will add to his big name and business portfolio, as well as his new billionaire. In April, Forbes finally confirmed West reached the milestone after hip-hop artist accused the magazine of trying to suck him – and once claimed he would change his name to “Christian Genius Billionaire Kanye West”.

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