The Kardashian-Jenner family’s empire of cuteness is getting bigger thanks to Kanye West. According to TMZ’s report, West recently acquired the naming rights for Yeezy Beauty. West, which has the naming rights in make-up, eyelashes, face masks, nail polish, body care, shaving creams, hair care, perfume, toothpaste and even deodorant, steps into the beauty and skin care segment.

West, who previously bought the rights to the Donda Cosmetics name in 2017, wanted to establish a brand in the name of her mother, who passed away in 2007. But after the Yeezy brand, Kanye West, who decided to continue with this name, reached billionaire status as a result of his collaboration with Adidas in the list announced by Forbes for 2020.

Speaking about her husband Kanye West’s rumors of starting a cuteness brand in 2017, Kim Kardashian said, “I don’t know where this idea came from. This is not real. She was always talking about wanting to do these kinds of things, but now I don’t think she’s made a breakthrough,” she said.

While Kim Kardashian and Kylie Jenner, from Kanye West’s family, add wealth to their fortunes with their make-up brands, the cuteness segment is expected to reach $805 billion in the coming years. In addition, Kanye West, who has become one of the most anticipated designers of Paris Fashion Week with his Yeezy collection, has previously collaborated with brands such as Nike, Louis Vuitton and APC. Described as “one of the most relevant retail stories of the century,” Yeezy is now making more noise than Kanye West’s music!