kylie jenner
Credit: Toni Anne Barson/WireImage. BEVERLY HILLS, CALIFORNIA – FEBRUARY 09: Kylie Jenner attends the 2020 Vanity Fair Oscar Party at Wallis Annenberg Center for the Performing Arts on February 09, 2020 in Beverly Hills, California.

If there’s one thing Kylie Jenner knows, it’s what young millennials and Gen Z want—and how to profit off it. 

Initially, the youngest of the Kardashian-Jenner clan looked to have found her niche in social media alone, while her sister, Kendall, started paving her way through the fashion industry as a top model. But fast-forward a few years and Jenner became the family’s first billionaire, thanks to her company, Kylie Cosmetics. 

Of course, there was no way Jenner was going to stop her world domination at just makeup and skincare. In 2019 and 2020, Jenner trademarked three names: Kylie Body, Kylie Baby, and Kylie Hair. 

Though Jenner hasn’t made any official announcements, yesterday fans noticed a mysterious new Instagram account popped up named @kyliebaby. Given the account has zero posts but already has a verified blue tick, and Jenner has trademarked the name, it’s almost certainly her new business venture kicking off. 

Not much is known yet as to what products Kylie Baby will include, but according to TMZ, there looks set to be “baby furniture … like cribs, bouncers, changing tables and baby walkers” and could also cover “linens, swaddling blankets and crib jumpers.”

But wait, that’s not all! Just yesterday, Page Six reported Jenner recently filed more legal documents to trademark “Kylie Swim” and “Kylie Swim By Kylie Jenner.” 

In addition to bikinis, cover-ups, footwear and headwear, the application Jenner submitted also cover accessories like towels, sunglasses, swim goggles, floats, beach bags and backpacks, the publication cites. 

Branching into swimwear as her first solo foray into clothing–Jenner shares the Kendall and Kylie clothing line with her elder sister—makes complete sense. Jenner has always been a huge fan of bikinis and almost single handedly kicked off swimwear trends, such as the revival of underboob bikinis.

Given Jenner wiped the entire Kylie Cosmetics Instagram account bar the below image, and the website now shows a holding page saying “something” is coming, we likely won’t have to wait long before Jenner’s next business venture(s?) is here.