First it was music, then it was sneakers, then fashion, and now — makeup. Yes, Kanye West has reportedly filed paperwork to launch a cosmetics brand named Donda.

Donda, which is an endearing homage to his mom, who died in 2007, could potentially include lines of perfume and lotion, as well as makeup, for both men and women. Other than that, little else is known about the brand.

What we do know is that it will be entering a very tough marketplace. Despite a slow but positive change in attitudes towards beauty and grooming products, most men are still reluctant to pick up foundations, concealers, and other popular makeup items.

Luckily for Kanye, he won't have to stray too far to find the help he needs. The women's market is already packed with Kardashian beauty products — Kylie has a cosmetics line, and the three older sisters share a hair-care brand.

Stay tuned for more information.

In other news, Game of Thrones Season 7 is set to be “absolute chaos.”

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