Beauty mogul Kylie Jenner appears to be planning to make a splash in swimwear.
The 23-year-old celebrity with 233 million Instagram followers filed to trademark the terms Kylie Swim and Kylie Swim by Kylie Jenner earlier this month, eyeing a global swimwear market opportunity seen topping $29 billion by 2025 from $18.85 billion in 2018, according to Statista.
The filings cover swimwear, cover-ups, headwear, tops as clothing, bottoms as clothing, footwear and robes. They also include a range of accessories, such as towels and outdoor blankets; beach bags, tote bags, athletic bags, duffle bags, toiletry bags and backpacks; and sunglasses, swim goggles and swim floats.
Kylie Jenner, Inc., a California-based corporation run by the multi-millionaire, filed the trademarks on May 6 and 7.
The “Keeping Up with the Kardashians” star has filed numerous other trademarks that have yet to make a public debut, from Kylie Kon and Museum—submitted in 2020, the trademarks cover events, accessories and apparel—to the self-explanatory Kylie Hair.
The most immediately relevant trademark might be those for Kylie Baby and Kylie Baby by Kylie Jenner. Filed in 2019, they cover clothing, linens, skin creams and powders, diapers, vitamins, car seats, cribs and baby changing tables. Unlike Kylie Swim or any of the other filed trademarks, Kylie Baby has a verified account on Instagram. Though it hasn’t posted anything yet, its existence suggests the Kylie Baby brand may be coming soon.
Jenner is, of course, no stranger to business. In 2014, she and her mother Kris Jenner founded what would become Kylie Cosmetics. Less than three years after selling its first Kylie Lip Kits, the company was valued at nearly $800 million, according to Forbes. In November 2019, the beauty giant Coty Inc. bought a 51 percent controlling stake in the company for $600 million.
Jenner also has dabbled in fashion before. She and her sister Kendall Jenner have designed several collections together, starting with a California-inspired line from PacSun in 2013. Last year, the pair’s Kendall + Kylie brand collaborated with Amazon’s influencer-focused offshoot The Drop. The collection included vegan leather shorts, matching denim jackets and jeans, cropped cardigans, pearl-embellished sweatshirts, puff-sleeve tees, bodysuits with peekaboo cutouts and square-toe footwear.
In 2019, the global fashion search platform Lyst named Jenner one of its top 10 “power dressers” of the year. “Kyle continued to drive mass global demand for her outfits,” Lyst said, adding that searches for floral milkmaid dresses rose 66 percent in August after she wore one such frock.