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. 

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. 

Here is my Donda chart that I wrote 4 years ago that everyone laughed at… pic.twitter.com/g1po6Z3H55

— KANYE WEST (@kanyewest) February 15, 2016

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."

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…)