Kanye West—the man, the showman, the businessman, the fashion man—might be unpredictable in his ventures, but he takes care to ensure whichever routes he chooses are legally protected ones under U.S. patent and trademark laws. Per TMZ, West has filed the necessary paperwork to trademark a Donda brand cosmetics collection, giving us a hint as to where he's headed next.

Before the headlines start shouting move over Kylie Jenner!, though, the filing covers potential products. He’s let filings for other categories—like soaps, bags, and record production—expire in the past, according to records listed under “Donda” in the United States Patent and Trademark Office database, so no telling with any certainty if our collective future will include more makeup from the Kardashian-Jenner-West conglomerate.

Still, just imagine: YEEZ-its (lip kits), YEEZ-adow (eye shadow), YEEZ-ourri (potpourri, a product that the filing fully covers). It’s one step toward unseating Kylie’s throne, maybe, but he appears to be aiming even higher than that. Watch your back Martha Stewart, Oprah, Gwyneth Paltrow, Ellen DeGeneres, et cetera. Yeezy is coming for the lifestyle gurus.