Kylie Jenner already has a billion dollar beauty business under her belt, but it seems that the 21-year-old is eager to expand her empire beyond colour cosmetics.
As reported first by Trademark Ninja, Jenner has filed three trademark applications with the United States Patent and Trademark Office, and all three are for skincare.
“Kylie Skin by Kylie Jenner” and one of the two “Kylie Skin” trademarks are both for products including moisturisers, cleansers, toners, scrubs, serums, masks, and more.
The second Kylie Skin application is for "Retail store services featuring skin-care products, skin-care preparation products, cosmetics, cosmetic preparations and gifts."
As Fashionista notes, a move into skincare makes sense for Jenner who may need to diversify her offering. As her recent Forbes’ cover story pointed out, lip-kit revenue has dipped an estimated 35 per cent from approximately $US153 million in 2016 to $US99 million in 2017.
Another possible reason for expansion could be new Millennial attitudes towards skincare. Millennials and Gen-Zers are buying SPF, anti-ageing products and masks at a higher rate than any other generation; with TABS Analytics CEP Kurt Jetta telling Fashionista earlier this year that “Millennials are the highest buyers, the heaviest buyers of skin care.
“As far as the actual number of people in the market and the number of times they're buying, that has been growing pretty steadily."
Meanwhile, Jenner is showing no signs of slowing down Kylie Cosmetics new releases. The beauty mogul has just teased the launch of her latest collection – appropriately Halloween-themed – set for release on October 12.
Teased via the Kylie Cosmetics Instagram page, the spooky collection consists of palettes and lipsticks in Halloween-approved colourways; think zombie green, pumpkin gold, vampy purples and deep, blood reds.
