Cosmetic mogul Kylie Jenner benefits from a sweet "mom moment" that became viral.

Once again, Kylie Jenner has proven she always sees a marketing opportunity. The 22-year-old has signed up for the brand "rise and shine," a line that became a meme last week when Jenner sang the phrase to her 1-year-old daughter Stormi, becoming viral.

In addition to the standard "Rise and Shine", Jenner also wants to mark the less formal "riiise and shiiinnee". "The latter brand would cover clothing, while the former brand would apply to cosmetics."

Jenner's trademark request triggered a backlash on Twitter, with many deriding the business decision as overkill.

More: "Rise and Shine": American Flight Attendant Sender Kylie Jenner Singing to Passengers

"Kylie Jenner is really trying to build and shine brand …" wrote a user ] "I think it's so funny that Kylie Jenner is trying to" raise and shine "for her. it was just a funny meme for the week, nothing more and nothing less lmao ", wrote Kylie Jenner really trying to characterize Rise and Shine …..

– 💓🦄 (@SoQUALity) October 22, 2019