Fresh on the heels of his generally well received recently presented Yeezy Season 5 collection, rumors are swirling that Kanye West is ready to dive into the world of beauty.

Said to be titled Donda, after his late mother, who passed away in 2007, the rumor was started by TMZ, stating that West filed legal documents to possibly create a Donda cosmetics line (including makeup, fragrances, and lotions). However, other sources deem this to be a more general trademark filing.

West’s adoration, and standing memorial, for his mother has always been clear, as he frequently mentions her in interviews and often on social media.

A while back, West created an elaborate organizational chart mapping out the various channels of influence for Donda, shared via Twitter, pegged as a “Communications Company.” In this chart, West has missed little an area, potentially foreseeing opportunities encompassing Lifestyle, Home, Hospitality, Wellness, and Tech.

It seems appropriate that West would be intrigued by a venture into beauty. Sister-in-law Kylie Jenner’s own Kylie Cosmetics has been wildly successful.

Jenner recently held a pop-up shop on Mercer Street, in New York’s cobblestoned Soho.

Crowds lined up and chanted Jenner’s name.

👑 MY TEAM! Can’t BELIEVE the LOVE today!!!!!!!

A post shared by Kylie (@kyliejenner) on

The pop-up featured her name in oversize letters.

Jenner, ever the perfectionist, made sure to supervise the set-up.

Over here at my POPUP making sure it’s PERFECT 💋

A post shared by Kylie (@kyliejenner) on

Her web-store routinely sells out, causing mayhem at time of new product launches.

Hope everyone is having a beautiful Sunday! What shade are you wearing today? 😍❤️

A post shared by Kylie Cosmetics (@kyliecosmetics) on

Wife Kim Kardashian has launched successful fragrances under her name. She also frequently appears with make-up artist Mario Dedivanovic. The duo hold their “The Masterclass” instructional seminars, which also routinely sell-out.

These seminars take the team worldwide, such as with this recent trip to Dubai.

#TheMasterClass Dubai - behind the scenes ❤ @kimkardashian @makeupbymario. Where should we go next with Kim??

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Kardashian Beauty, focusing on hair products and tools, has provided the sisters a place in retail’s mass market.

✔️

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Caitlyn Jenner has also ventured into beauty, recently collaborating with MAC.

In this rapid-fire Q&A video, Jenner notes favorite products.

Of course, with news of the rumors have come jokes about competitiveness within the family for market share within the beauty sphere. However, it is important to remember that this family sticks together, generally realizing their position as a unit works in their favor to maximize ground.

One past interview sticks out. Though years ago, perhaps this explains how they have stayed strong. Back in 2009, Khloe and Kim appeared for the first time on Howard Stern’s radio show, and they discussed their supportive familial mentality. While the conversation was driven by a question by Stern in regards to Kardashian’s former friendship with Paris Hilton, the takeaway was a message on how the Kardashian’s bounce off of one another. Khloe stated: “Us as sisters, we were instilled with these things, we’re better as three than we are as one; like three heads are better than one.” Kim furthered with “There’s power in numbers, and I think that sometimes people forget that.”

Considering the sphere of influence the sisters and West hold, as well as West’s zest for exploration, it seems understandable that West would want to have a foothold in beauty, a market that holds limitless opportunities for creativity.