When it comes to Kanye West, the old adage 'expect the unexpected' is poignantly accurate.
The 'Famous' singer is branching out into the world of beauty, and has reportedly filed out paperwork to launch a cosmetics brand called Donda. But what's in a name? Donda was the name of his late mother, who passed away back in 2007.
It is rumoured Donda will be a line of makeup for both men and women, as well as a line of lotions and perfumes. Considering his close relationship with the Kardashian sisters, his makeup line should get a sufficient push with millennials. Sister-in-law Kylie's Lip Kits have reached cult status - with the world wanting it at their finger tips. Perhaps she will be able to give him a couple of tips about how to make it in large in the cosmetics world?
What may come as a concern to the creator himself will be how reluctant straight men can be when it comes to wearing any form of makeup.
Then again, it is Kanye West and it's safe to say he has a strong influence over the male population in regards to fashion so who really knows how this will go down...
Watch this space!