While global brands and retailers begin to emerge from their Covid-19-enforced hiatuses, US musician and fashion designer Kanye West has been quietly plotting his next move – filing a beauty trademark under his Yeezy brand name on June 2.

First reported by US entertainment news platform TMZ, the wide-ranging line could include make-up, skincare, fragrance, bath and body products, and personal care items such as deodorant and toothpaste. But most intriguingly, West looks set to be tapping into the growing at-home wellbeing market, with aromatherapy pillows and even scented pinecones named among the unexpected prospective products.

If it happens (it’s just a trademark as yet), it will be a shrewd move from team Yeezy. Aromatherapy is big business – UK sales of skincare with aromatherapeutic ingredients rose over 500% between January and April 2019, compared with 2018 (NPD, 2019). And consumer interest in functional, mood-enhancing fragrance during these difficult times can only continue to grow. As explored in Covid-19: The Beauty Sleep Opportunity, bedlinen with microencapsulated scent is a growing category, and smart fabrics are resonating with Covid-concerned consumers. For more on anxiety-busting and sleep-inducing home aids, see The Quest for Rest: Products to Support Sleep.

Beauty aspirations run high in the West family, with Kanye’s wife Kim Kardashian-West and sister-in-law Kylie Jenner already cosmetics moguls with their brands KKW Beauty and Kylie Cosmetics, respectively. But ‘Yeezy Beauty’ sounds like it could be hoping to emulate US actress-turned-entrepreneur Gwyneth Paltrow’s wellbeing lifestyle platform Goop, whose work and wellness category saw a 23% increase in page views in March alone when US and European Covid-19 lockdowns began (Glossy, 2020).

For more on the growing Yeezy empire, see Kanye West to Develop Low-Income Housing.