Kim Kardashian files trademark for North West, 9, to launch skin care line: '[She] hasn't even had her first pimple yet'

Another celebrity is getting into the beauty business, and it’s speculated to be 9-year-old North West.

According to TMZ, Kim Kardashian has allegedly filed to obtain several trademarks in North’s name, including a toy line, advertising services and a beauty line. Kardashian has filed in her children’s names before, including for her 3-year-old son, Psalm.

Typically, celebrities like the Kardashians will attempt to trademark their children’s names to protect them from being exploited by other people or companies. But unless the family intends to fully use the kids’ names for merchandising purposes, it’s likely the filings will be turned down.

For example, Beyoncé and Jay-Z only managed to officially trademark their eldest daughter’s name, Blue Ivy, in 2020 after two other applicants allegedly tried to register trademarks under that same name.

North’s skin care trademark filing is listed as including “non-medicated skin preparations, skin moisturizers, skin lotions, skin creams [and] skin cleansers.” The line also allegedly plans to expand into “skin serums, facial oils, body oils, bath and shower gels, bubble bath, body powders, cosmetics, fragrances [and] hair care preparations.”

Social media responses to the news of North’s new potential trademark range from accusing Kardashian of “exploiting” her children to confusion over what a 9-year-old could know about skin care.

Some went in a darker direction and suggested that Kardashian’s joint TikTok account with North now seemed like an attempt to build an audience for future product lines. It doesn’t help the argument that North and her mom film a lot of hair and beauty tutorials for the account’s 15 million followers.

But there is a larger conversation at play within the beauty space about adding more celebrity-backed skin care lines to an already oversaturated market. The Kardashian family alone has launched SKKN BY KIM, KKW Beauty, Kylie Skin, Kylie Cosmetics, Kylie Baby and KHROMA Beauty.

“I think it really does all come down to money and control,” Jessica DeFino, beauty culture critic and author of The Unpublishable newsletter, told In The Know. “I think celebrities noticed that being the face of an already established brand wasn’t maybe as satisfying financially as it could be.”

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