Kanye West performs onstage during the 2016 MTV Video Music Awards
Getty Images / Theo Wargo

Kanye West’s brand has reportedly filed for a YEEZY cosmetics trademark, according to legal documents obtained by TMZ.

Per the report, Kanye’s potential new venture will cover a wide range of beauty products, including makeup, false eyelashes, facial masks, nail polish, moisturizers, bath gels, body oils, shaving cream, hair care products, and perfumes, as well as toothpaste, deodorant, scented pine cones, and aromatherapy pillows.

His pivot to cosmetics has been a long time coming. Back in 2017, he made a similar application under his Donda brand (named after his mother), but the plan never came to fruition. Presumably, those efforts have been rekindled after witnessing the mammoth success of Kim Kardashian’s KKW Beauty line (which raked in more than $100 million in revenue in 2018) and Kylie Jenner’s Kylie Cosmetics, which earned her a tidy $600 million after selling a 51 percent majority stake to Coty Inc last year.

Updates to follow.

In other news, earlier this month West donated $2 million to the families of George Floyd, Breonna Taylor, and Ahmaud Arbery, and launched a college fund for Floyd’s daughter.

Weekend Staff Writer

Isabelle is an Australian writer based in Berlin.