The unstopped deluge of celebrity-backed beauty brands has now set its sights on small children, with Kylie Jenner announcing her new Kylie Baby brand in association with her toddler daughter and presumably future entrepreneur, Stormi Webster. Posting a cute photo of three year old Webster in the bathtub with wet curls, Jenner tagged the Instagram post with “bath time with @kyliebaby”. Setting off a flurry of comments, speculation has settled on Kylie Baby focusing on child-friendly hair and skincare formulas, as a natural fit alongside Jenner’s Kylie Cosmetics and Kylie Skin brands. Jenner has previously been inspired by her young daughter, launching the Stormi Collection of eyeshadows, lipsticks, and lipliners in early 2020.
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The Kardashian-adjacent influencer has been playing the long game, first filing the trademark in May 2019, when Stormi was just one year old, and far ahead of her announcement this month. The wide-reaching trademark covers an assortment of child-related products, from skincare and baby care products, to prams, furniture and junior clothes. The already verified @kyliebaby Instagram account has attracted 616k followers, despite not posting any photos or description so far.
However, Kylie Cosmetics appears to be undergoing its own changes, in the wake of legal conflicts between Seed Beauty, Kylie Cosmetics, and the brand’s main stakeholder Coty. Stripped of its Kylie Cosmetics branding, the website is currently unavailable, redirecting user to a static page that simply reads ‘something is coming’. The Kylie Cosmetics Instagram is also wiped, barring one single post of its founder.
Kylie Baby is just the tip of the Kylie iceberg, with the reality star also trademarking Kylie Body, Kylie Hair, and Kylie Swim for exclusive usage. Kim Kardashian-West seems likely to join her little sister in the skincare space, with her own trademark application in April this year for ‘SKKN by Kim’. Kris Jenner makes three, with the industry’s hardest working momager discussing her plans for an anti-aging skincare brand earlier this year.