'Rise and Shine' TM by KylieJenner.
We could expect no less from Forbes’ youngest “self-made” billionaire than to jump at the next business opportunity. Which is precisely why Kylie Jenner’s “rise and shine” trademark now comes as no surprise. Yup, that’s right. You can expect to see a lot more merch from the 22-year-old Kylie Cosmetics CEO, and we’re not just talking makeup.
This all started a week ago when Kylie Jenner gave an office tour to her fans on YouTube. In the video clip—which has since gone viral—Kylie wakes up baby Stormi by lowkey stunting on us with her vocals. “Rise and shine,” she sang. Needless to say, the internet fixated on the moment and turned it into a bonafide meme. Twitter users have been sharing their own takes on “rise and shine,” spanning everything from Kylie as the Gerber baby, to culture-specific versions of the phrase.
All that was left to do was to trademark the phrase. After the hashtag #RiseandShine hit over a billion views on TikTok this week, Kylie seized the opportunity and filed the necessary legal paperwork. Yet fans on Twitter are weighing in, and they’re definitely not happy about it. It’s one thing for “Rise and Shine” to reach meme status; it’s entirely another to profit off of what’s definitely a commonplace phrase.
Still, Twitter’s having fun with it. One user wrote: “Is she going to trademark breathing next?” and honestly. Your mind! Who even knows.
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