Don’t be surprised if you come across Kanye West in your bathroom in the coming months.
He may well turn up there represented by his Yeezy brand. Having explored the worlds of music and fashion, it seems the American rapper has now set his sights on the world of makeup. According to recent reports from Women’s Wear Daily (WWD) and TMZ, West has filed to establish a trademark for Yeezy in the beauty products category.
Not content to make a splash for every new model of his Yeezy Boost sneakers produced in partnership with adidas, Kanye West now appears to be intent on branching out into the world of cosmetics, makeup and hygiene products with the launch of the Yeezy Beauty brand.
The famous rapper doesn’t intend to make do with a small expanse of shelf space for the future brand, which will reportedly be composed of makeup, including lipsticks, foundation and mascara, but also face, body and hair care products, including masks, scrubs, cleansers and creams. This wide range might even be complemented by perfumes, hygiene products such as deodorants and toothpastes, and even home fragrances.
If the venture goes ahead, West will be joining a crowded field of celebrities who have already branched out into the cosmetics industry. Within the Kardashian-Jenner clan, Kanye’s wife Kim Kardashian West launched her KKW Beauty brand in 2017, and Kim’s half-sister Kylie Jenner founded the by now well-known Kylie Cosmetics in 2015.