Kanye West is reportedly following in his sister-in-law Kylie Jenner's footsteps by launching a cosmetics line.
The Stronger rapper has filed legal documents declaring his intention to produce make-up, perfumes, lotions and cosmetics under the brand name DONDA, the creative company he set up in 2012 in his late mother's name and his application is currently still pending, according to TMZ.com.
If his application is successful, he would be in competition with his wife Kim Kardashian's half-sister Kylie, who runs the highly popular Kylie Cosmetics line. The 19-year-old launched the collection in 2016 following the success of her Kylie Lip Kit and most of her products sell out instantly and some even resell on third party sites for heavily inflated prices.
Kanye, who already designs clothes, announced the launch of DONDA on Twitter in 2012, writing, "I have started a new company and I'm so excited about the name...it's got the best name ever of all companies of all time!! The name of the company is DONDA.
"DONDA is a design company which will galvanize amazing thinkers and put them in a creative space to bounce (their) dreams and ideas... DONDA will be comprised of over 22 divisions with a goal to make products and experiences that people want and can afford."
In 2016, he tweeted a chart he had created in 2012 in which he revealed his ambition for DONDA. The chart shows his aspirations to offer home and lifestyle products and services in sectors such as consumer finance, medical research, and alternative energy sources.
"Here is my Donda chart that I wrote 4 years ago that everyone laughed at," he wrote.
Donda West passed away from heart disease in 2007, aged 58.