Kanye West is applying for a trademark for the Yeezy beauty line

In addition, a potential new line may include wellness items such as fragrant ceramic stones, aromatherapy pillows, essential oils, bath crystals and fragrant pine particles.

While celebrity fragrances flourished in the 2000s, between Paris Hilton, Mariah Carey and Britney Spears, among many others, this decade saw the dominance of celebrity and wellness empires, including GOOP Gwyneth Paltrow, Jessica Alba’s Honest Company and Rihanna’s Fenty Beauty. By 2023, the global beauty market is expected to be worth more than $ 150 billion.

This is not the first time West has shown interest in launching a beauty line. In 2017, he filed a cosmetic trademark under his company Donda, named after his late mother, but never moved forward with the launch.

West spent a decade building a name for fashion, with two faulty clothing lines – Pastelle Clothing and DW by Kanye West – before the successful collaboration of sneakers and streetwear with Adidas, Yeezy Season 1, launched in 2015. Since then. , Adidas and West continued with four more “seasons,” and season 5 debuted at New York Fashion Week 2017.

West started Yeezy in 2015 as a collaboration with Adidas; according to Bloomberg, the brand of sneakers and streetwear is worth three billion dollars from 2019. Credit: Brad Barket / Getty Images North America / Getty Images for fast company