If you’ve been on social media, you might remember a recent video of Kylie Jenner that went viral. The 22-year-old posted a video on YouTube on October 11 that includes a tour of her Kylie Cosmetics offices.
In the video, she wakes up her daughter, Stormi Webster, from a nap and the beauty mogul sings the phrase “rise and shine”.
Her video morphed into a massive TikTok meme, garnering close to 12 million views. And in a very much Kardashian-Jenner move, she applied to trademark the common phrase “rise and shine” to hawk merchandise.
She also launched two “rise and shine” hoodies on her personal shop at US$65 (S$89) each, both of which sold out almost immediately.
Her bid to trademark the phrase has generated sarcastic comments, from “I just trademarked Good Morning” to “stop trying to profit off of literally everything, you have enough money”.
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In March, Forbes magazine named Kylie as the world’s youngest self-made billionaire ever, estimating her worth at US$1 billion.
Kylie, who recently posted a photo with her sister Kim Kardashian to mark the latter’s birthday on Oct 21, was also involved in another trademark row back in 2015, when she attempted to trademark the name Kylie.
The application was turned down in 2017 after Australian singer Kylie Minogue, 51—who had already sold clothes, furniture and fragrances under the name Kylie—opposed it.
Kylie’s “rise and shine” application could go through a vetting process that lasts months, even years, if another person contests it.
While waiting, she could perhaps kill some time by watching singers Miley Cyrus, Ariana Grande and Lizzo who have posted online their own take on “rise and shine”.
Image: TPG/Click Photos
Text: Loh Keng Fatt / The Straits Times / October 2019