People.com Lifestyle Style Kanye West Plans to Launch a Makeup Brand Named 'Donda' (Hear That Kylie?) The rapper and fashion designer is building his own lifestyle empire in honor of his late mother By Kaitlyn Frey Kaitlyn Frey Instagram Twitter Assistant Style & Beauty Editor, PEOPLE People Editorial Guidelines Published on February 23, 2017 11:44 AM Share Tweet Pin Email We independently research, test, review, and recommend the best products—learn more about our process. If you buy something through our links, we may earn a commission. AKM-GSI Kanye West is about to give Kylie Jenner some competition in the makeup market. The rapper and fashion designer, who just unveiled his fifth Yeezy collection at New York Fashion Week, is getting started on another business venture: a beauty brand. As first reported by TMZ, West recently filed paperwork with the intent to produce makeup, perfumes, lotions and other cosmetics under the name Donda, an homage to his late mother who passed away in 2007. According to West’s filing with the United States Patent and Trademark office, it seems like the star plans on using the name Donda as the overall umbrella for his lifestyle empire. The star trademarked the word to be used on all beauty products, even non-medicated lip care preparations, nail polish, sunscreen and “breath freshening confectionery” like breath mints, candy and gum. There might also be a Donda fashion line in the works too, since West trademarked the use of the word on bags, clothing and jewelry. Brian Ach/WireImage RELATED PHOTOS: Kim Kardashian-West’s All-Time Favorite Beauty Products This news comes not long after the star’s sister-in-law, who is a power player in the makeup market with her bestselling brand Kylie Cosmetics, caused pandemonium with the opening of her N.Y.C. pop-up shop and announced Wednesday she plans on adding Kylighters to her makeup collection. West’s wife Kim and her sisters Kourtney Kardashian and Khloé Kardashian also have their toes in the beauty world as well, with their line of hair products for Kardashian Beauty. Tell us: What do you think about Kanye launching his own makeup line? Share your thoughts in the comments below!