Kanye West is following in the family’s footsteps.
Via Yeezy, his company, the rapper has filed trademarks to get in on the beauty and fragrance world, TMZ reported on Sunday.
The paperwork states that Kanye wants Yeezy to cover makeup, false eyelashes, facial masks, nail polish, moisturizers, bath gels, body oils, shaving cream, hair care products and perfumes, along with some hygienic products like toothpaste and deodorant. TMZ says he will be dabbling in scented pine cones and aromatherapy pillows, too.
Kanye’s family members are behemoths in the makeup business. His wife, Kim Kardashian West, has a successful beauty line called KKW. Kylie Jenner, Kanye’s sister-in-law, also has her massively successful Kylie’s Cosmetics line (which includes Khloe Kardashian‘s Koko Kollection.)
This isn’t the first time Kanye has thought about extending his brand to beauty. In 2017 he filed documents for the rights to DONDA brand cosmetics, named after his late mother. In that instance, he never really got the brand off the ground.
Kanye’s thoughts on makeup have made headlines before, but for vastly different reasons. Last year, Kim told E! News that North West, her and Kanye’s eldest daughter, was interested in makeup and that upset the “Jesus Is King” rapper.
“North is trying to get in on the makeup, but she’s being blocked heavily because her dad has stopped all makeup for her until she’s a teenager,” the reality TV star said. “It’s a big discussion, a big fight in the household right now, but it is what’s best.”
Kim noted that she let North wear a small amount of red lipstick in 2018 on Christmas.
“I kind of got in trouble for that,” Kim said, adding, Kanye “changed all the rules.”
So now,” she said of North, “it’s no more makeup.”
