Highsnobiety
Double Tap to Zoom

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.

We Recommend
  • The Best Sneaker Releases of 2025... So Far
  • The 10 Best New Collections for Spring — and How to Wear Them
  • We Found The Best Overshirts to See You Through Spring and Summer So You Don't Have To
  • These Are the Best BE@RBRICKs to Buy Right Now
  • The Japanese Clothing Brands Every Highsnobiety Reader Should Know & Where to Buy Them
What To Read Next
  • Why the Endless Miu Miu-Ification of Sneakers Is a Good Thing
  • New Balance’s Uber-Chunky Sneaker, Wrapped in a Bandana
  • Nike's Crazy Air Max Sneaker-Mule Wants to Rule the Summer
  • This New Balance “Dunk” Comes Straight From the Pre-Internet Skate Era
  • adidas' Dressiest & Slickest Samba Is Part Sneaker, Part Formal Shoe
  • Hi-Tech Mercedes Car Parts, Turned Into Trash Bins & Chairs by MSCHF