Is Kendall Jenner Launching Her Own Beauty Line?

First, Kylie Jenner launched Kylie Cosmetics. Then, Kim Kardashian launched KKW Beauty. Now, there's a third Kar-Jenner reportedly making their foray into cosmetics: Kendall Jenner. Jenner has recently filed a trademark patent for her own namesake beauty brand.

On May 2, Jenner filed a trademark with the U.S. Patent and Trademark Office for "Kendall" and "Kendall Jenner," WWD reported. Both trademarks that Jenner filed are for all products across the beauty spectrum and includes eau de parfum, hair care preparations, bath and shower gels, body creams, skin cleansers, beauty masks, deodorant, lip gloss, nail polish, nail care preparations, and more, so it's pretty safe to assume that Kendall Beauty is coming.

This patent suggests Jenner's first official foray into the beauty industry. Currently, the closest beauty endeavor Jenner has made is with oral-care brand, Moon, for which she is the official face and co-creator for the brand. Jenner continues to serve as a Proactiv spokesperson and was previously the face for Esteé Lauder's millenial-geared beauty line, Esteé Edit, before it became defunct.

Jenner patenting her name for trademark is also another big leap, considering that it is her first solo business venture. Alongside Kylie, she runs their women's fashion brand, Kendall + Kylie, which sells in Pac Sun, Macy's Nordstom, and several other retail locations.

With Jenner beginning to branch out into the beauty space, this makes the Jenners and Kim Kardashian formidable forces within the beauty industry. According to Forbes, Kylie Cosmetics was recently valued at a whopping $900 million since launching in 2015, while KKW Beauty is worth an estimated $100 million as of July 2018.

Starr Bowenbank Editorial Fellow Starr Bowenbank is an editorial fellow at ELLE.com who writes about all things pertaining to news, pop culture, and entertainment.

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