Step Aside Kylie, Kanye West is Launching His Own Makeup Line

Rapper, fashion designer and self-proclaimed god, Kanye West, is reportedly launching a beauty brand. Because, why not?

According to TMZ, the 39-year-old rapper has filed legal documents “declaring his intention to produce DONDA brand makeup, perfumes, lotions and other cosmetics.” Donda, of course, being West’s late mother.

Could this be how Kanye is getting back at Kylie Jenner for becoming Puma’s brand ambassador? Launching a competitor beauty brand to Kylie Cosmetics may be a *tad* dramatic, but hello we’re talking about the Kardashians. In case you haven’t been keeping up, the family has essentially built an empire around drama. Taking down your 19-year-old sister-in-law’s beauty brand because she double crossed you? Not that crazy.

But let’s not forget, a cosmetic line is small fraction of the comprehensive “categories of influence” chart Kanye has planned for his Donda Communications Company. What else can we expect from Yeezy? Holograms, emoticon auto-correct, summer school, nuclear power, and healthy fast food.

Say what you will, but the man definitely has ambition.