Kylie Jenner's New Trademark Attempt Raises Eyebrows

Kylie Jenner is trying to trademark the phrase "rise and shine" after singing it to her daughter in a viral video clip. The nine-second clip—taken from a YouTube video in which Jenner offered a tour of the Kylie Cosmetics offices—has been viewed 15 million times in 10 days, with users poking fun at Jenner's shaky singing voice. The hashtag #RiseandShine also became the fastest to reach 1 billion views on TikTok as people offered up their own versions, per Vulture. But Jenner took no offense, apparently. Indeed, the youngest ever self-made billionaire clearly saw a business opportunity.

As USA Today reports, the 22-year-old has filed to trademark "rise and shine" as it applies to cosmetics, and "riiise and shiiinnee" in regard to clothing. Hoodies sporting the phrase are already available on Jenner's website for $65. Her move maybe shouldn't be that surprising—after all, Jenner once tried to trademark "Kylie," prompting retaliation from singer Kylie Minogue—but Twitter users are also rather annoyed by it. "Those 'Rise and Shine' videos of Kylie Jenner were funny until she started doing too much by making sweatshirts and now trying to trademark it," USAT quotes one user as saying. Per the Blast, Jenner has also filed a trademark for a makeup line named for daughter Stormi. (More Kylie Jenner stories.)