Kylie who? Kanye West is releasing a makeup line called DONDA

Young Kylie Jenner is on her way to becoming a makeup mogul, but it seems as though her brother-in-law wants to get in on the action.

That's right ladies, Kanye West is in the process of creating a beauty collection, which will be named DONDA Cosmetics, after his late mother. 

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Donda West passed away back in 2007, following complications during a surgical procedure. 

According to TMZ, Kanye has filed legal docs declaring his intention to produce DONDA brand makeup, perfumes, lotions and other cosmetics. 

While the world is probably flailing around with excitement about this interesting news, it actually hasn't come as a huge surprise.

Kanye has been pretty clear about his intentions to make DONDA a full lifestyle brand, complete with "holograms."

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Of course, we all know that Kanye's sister-in-law Kylie Jenner has a super-successful makeup brand, so they're set to be direct competitors. 

Will it be awkward? (yes…)