Last week a clip of Kylie Jenner singing the words “rise and shine” to daughter Stomi during a tour of the Kylie Cosmetics office instantly went viral.
The beauty billionaire was quick to jump on the bandwagon and immediately started selling Rise and Shine merch from her online store.
But now the reality star is taking her meme one step further and has officially submitted paperwork to trademark the phrase "Rise and Shine" along with "riiise and shiiinnee."
The trademark would apparently cover belts, pants, coats, dresses, footwear, gloves, headbands, headwear, jackets, loungewear, scarves, sleepwear, socks, swimwear and undergarments as well as cosmetics, and from collaborations with her sisters to holiday themed palettes, we can only imagine what kind of make-up and skincare Rise and Shine might inspire.
One Twitter user wrote: "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," while another wrote. "Like why can’t she just let it be funny and leave it alone?"
But this isn't the first time the 21-year-old has tried to trademark something - in 2007 she tried to trademark her firstname, but was blocked by popstar Kylie Minogue who argued that the then-teenager was a "secondary reality television personality". Ouch.
And in November 2015 she tried to trademark her full name so it could be used exclusively on clothing and accessories but this was rejected.
Whether or not the lastest application passes remains to be seen, but we reckon this isn't the last we've seen of Rise and Shine either way.