Kylie Jenner may have plans to expand her already billion-dollar beauty empire beyond color cosmetics: The 21-year-old reality TV star-turned-mogul filed three trademark applications last Thursday with the United States Patent and Trademark Office: one for "Kylie Skin by Kylie Jenner" and two for, simply, "Kylie Skin." Trademark Ninja was first to report the news.
Kylie Skin by Kylie Jenner and one of the Kylie Skin trademarks are both for products including moisturizers, cleansers, toners, scrubs, serums, masks, etc. The second Kylie Skin application is for "Retail store services featuring skin-care products, skin-care preparation products, cosmetics, cosmetic preparations and gifts."
While Jenner already has a number of trademarks relating to her cosmetics business, these are the first she's applied for in the skin-care space. Of course, it's worth noting that companies often file trademarks that they don't end up using for years — or ever. For instance, Glossier filed a trademark for "Boysturizer" in 2014 and nothing has come of it yet.
That said, skin care would be a natural category for Jenner to expand into following her success with makeup; and it's a hot category for the millennials and Gen Z-ers she caters to. Perhaps now that she's 21 (really gettin' up there!), she's begun to take skin-care more seriously and wants to share her findings with her followers; she also seems to be leaning into a more "natural" aesthetic lately.
Plus, even though her cosmetics company reached $900 million in sales incredibly quickly, Jenner's recent Forbes cover story pointed out that its growth had begun to slow with lip-kit revenue dipping an estimated 35 percent from approximately $153 million in 2016 to $99 million in 2017. That alone could be reason enough to diversify into different kinds of products.
Skin care is an extremely competitive category at the moment (though she would be the first of her sisters to get into it), but we have a feeling Jenner's devoted followers would buy just about anything she put her name on.