Kylie Jenner Filed "Rise and Shine" Trademarks for Everything From Clothes to Cosmetics

The lip kit founder is the queen of making bank off criticism

Kylie Jenner poses on the red carpet at the 2017 Met Gala wearing a short blonde wig and light pink gown with crystals and fringed sleeves. She is smiling off camera

(Photo: Getty Images)

In 2018 we had A Star is Born, the movie remake in which Lady Gaga’s character Ally is plucked from obscurity and thrust into stardom after a 30-second clip of her singing onstage with superstar Jackson Maine (played by Bradley Cooper) goes viral. Well step aside Ally, because a new star has just been born and her name is Kylie Jenner. On October 10, the reality star and beauty mogul gave fans a tour of her Kylie Cosmetics office. It was pretty standard of what you’d expect from a billionaire: a champagne vending machine, lots of self-promotion and only one employee visible (so that we have the illusion that Jenner does it all on her own). It was fun, but the defining moment came 15 minutes into the vid when Jenner, giving us a glimpse into daughter Stormi’s play room within the office, enters the room and sings “rise and shine” to her already clearly awake daughter.

It was… amazing.

Why does Jenner sound like she’s trying to channel Marilyn Monroe singing “Happy Birthday, Mr. President” whilst singing to an infant? We’ll never know. But when I tell you I have never loved anything more in my life, I am the furthest thing away from being hyperbolic. If I could literally play this on loop, all day, every day for the rest of my life, I would.

Me to my future children:

As with anything amazing on the internet (or in the KarJenner universe), Jenner sang and the internet went off. The moment has been meme-d, set to dubstep music and even covered by Ariana Grande (who “joked” about sampling the clip on a future song, which—for the love of god—Ari, please do that).

But, also like anything to do with the Kardashian-Jenners, it wasn’t long before Jenner herself got in on the joke. First re-tweeting a fan-made version of the mogul singing to dubstep, then re-posting a meme of herself as the sun from Teletubbies (LOL).

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On October 17, Jenner gave the viral moment the KarJenner stamp of approval, revealing that her Kylie merch store is now selling “Rise and Shine” sweatshirts. 

And just days later, on October 22, Jenner filed legal docs to trademark “RIIISE AND SHIIINNEE.” She’s monetizing the bit. If accepted, the trademark would cover legit everything: belts, pants, coats, dresses, footwear, gloves, headbands, headwear, jackets, loungewear, scarves, sleepwear, socks, swimwear, undergarments and—of course—cosmetics, so you *know* that “RIIISE AND SHIIINNEE” eyeshadow palette is coming. 

The reality star joked (in a now-deleted Instagram caption) about dropping an album, but tbqh, we wouldn’t be surprised if she did it seeing as the makeup mogul has made bank off of criticism before. Whether we actually want a Kylie Jenner album or not, we totally deserve one—and only have ourselves to blame.

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Before the lip kits, Kylie was ridiculed for her lip injections

Jenner is no stranger to internet ridicule. While the “Rise and Shine” teasing and memes are all in hilarious good fun, all the way back in 2014 a bb Jenner had tons of people talking on social media in a not-so-fun way. The focus of their obsession? Her lips.

That year, the young reality starlet had her first foray into lip enhancement, first by over-lining her lips and using makeup to make them look fuller. There was a lot of back and forth (and Insta receipts) over when Jenner started actually getting lip injections, but the are they or aren’t they real debate went on for a long-ass time, prompting Jenner to speak out about the chatter in October 2014, tweeting: “how long are we gonna talk about this lip thing lmao.”

Finally, in May 2015,  Jenner revealed that she *did* get lip fillers on an episode of Keeping Up with the Kardashians (of course), telling the cameras: “I have temporary lip fillers. It’s an insecurity of mine, and it’s what I wanted to do.”

And she turned it into a billion-dollar empire

While Jenner’s announcement on the show effectively ended the debate about the authenticity of her full lips, Stormi’s mama went one step further, turning the criticism—first of her bigger lips and then her decision to undergo a cosmetic procedure—into some serious money in the bank. You know, that little business venture called Kylie Cosmetics?

Jenner pulled a big “eff you” to the haters, launching her first lip kit on November 30, 2015. The kit, which featured a liquid lipstick with matching liner, sold out in minutes—and folks across the world were able to *also* enhance their pouts. So, there!

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Since the launch, Jenner has gone on to expand her brand to a full cosmetics line, partnered with Balmain for the brand’s most recent runway show in Paris *and* launched Kylie Skin. Oh, and in 2019 she became the youngest self-made billionaire in the world (with a net worth estimated by Forbes at $1 billion). So, no biggie.

Which is what the Kardashians have pretty much always done

But we shouldn’t be surprised by Jenner’s ingenuity: She’s taking a play directly from the KarJenner family handbook. The famous fam has by and large made a career out of acknowledging the criticism and hate thrown at them, and then flipping the script to profit off of it. Just look at Khloé Kardashian who, since the family emerged onto our screens, has been criticized for her weight (which, FYI, was always a normal weight). In January 2017, Khlomoney’s TV show Revenge Body, a cross between The Biggest Loser and Iyanla: Fix My Life, premiered. In the reality series, Kardashian helps contestants overcome barriers in their lives and get fit. Rumours around whether or not Kardashian’s body is “real” (not surgically enhanced) don’t really matter, because people will watch either way!

Or what about former KarJenner baby daddy, Scott Disick? After palling around with the fam and being called out for being nothing more than arm candy to former-GF Kourtney Kardashian, Lord Disick literally took the word everyone was calling him—and has long called the whole family—and launched *his* own clothing line: TALENTLESS.

Ask me how many times I’ve hovered over a $119 USD hoodie, ask me!

The devil works hard, but Kris Jenner truly does work harder.

And even the success of their show, KUWTK, is a testament to the crew’s ability to turn criticism into clout. The show is currently in its seventeenth season (!!) and will probably run—considering how much the family procreates—until the literal end of time. We love to watch them do exactly what they’re criticized for doing: Nothing!

        Read this next: This Is What Happens When You Kross a Kardashian 

The haters have done this to themselves

As a Kardashian stan, I would vehemently argue that the KarJenner’s ability to turn a sex tape into an empire *is* talent—and took lots of hustle. And I love it. But for all the haters out there who are tweeting about Jenner’s new merch and dreading her possible future music career: You deserve it. Nowhere in this entire world has the mantra “haters are my motivators” been more applicable then when it comes to the KarJenner fam. Let’s be honest, they need that stitched on a pillow somewhere in Kimye’s monastery of a home. And the rise (and shine) of Jenner’s latest meme-able moment is no different. We’ve fed into the frenzy and created the KarJenner machine, so who are we to say anything if they profit off of it?

All I have to say is:

Also, does that sweatshirt come in my size?