When the name Kanye West springs to mind, it's usually his undeniable musical aptitude, monochromatic fashion label and a flurry of brow-raising controversies that follow. Beauty may seem an unlikely item on West's agenda, but it looks like you could be buying Yeezy face creams and body oils very soon.
This week, it was reported that the music-come-fashion mogul's intellectual property holding company, Mascotte Holdings, Inc, filed an application to trademark the Yeezy brand in the area of cosmetics, covering a host of beauty and skincare products.
According to TMZ, this includes, "Makeup, false eyelashes, facial masks, nail polish, moisturisers, bath gels, body oils, shaving cream, hair care products and perfumes, along with some hygienic products like toothpaste and deodorant."
If he really does have his eyes set on a slice of the lucrative beauty pie - the market is expected to be worth £700 billion by 2023 - he will join his wife, Kim Kardashian, founder of KKW Beauty, and sister-in-law Kylie Jenner, who sold a share of her brand Kylie Cosmetics to Cover Girl and Rimmel London-owner Coty for £1 billion last year.
Though the 2000's were dominated by celebrity fragrances from the likes of Britney Spears and Paris Hilton, the new decade is seeing A-listers shift their focus to beauty and wellness empires, with Gwyneth Paltrow's Goop leading the troop.
It makes sense then, that West's offerings are rumoured to include essential oils, bath crystals, aromatherapy pillows as well as scented ceramic stones and pine cones. A manifestation of his recent venture into the scenic, cowboy state of Wyoming perhaps, or rather his stake in a growing zen-centric, alternative wellness market.
This is not the first time West has shown an interest in the world of beauty. In 2017, he filed a trademark for DONDA brand cosmetics, named after his late mother who passed away that year. However, the line did not come to fruition.
West is yet to confirm his expansion into beauty, but should it materialise, we will see yet another addition to his vast portfolio and newly acquired billionaire status.