West's bid to enter the Kardashian-Jenner-dominated beauty business is definitely somewhat ironic though, given the fact that he doesn’t seem to take familial competition lightly.
In fact, when sister in law Kylie Jenner inked a deal with sneaker brand Puma back in 2016, West was not happy, considering ‘Yeezy’ had already joined forces with direct competitor Adidas.
The “conflict of interest” as Kim described it was even showcased on an episode of Keeping Up With The Kardashians before Kylie eventually dissolved the partnership and joined her family in the Adidas camp.
So, while we wait with bated breath to hear how Kris Jenner feels about the competition (remember that 10 per cent, people) we’ll be here trying to figure out what on earth a Kanye-created face mask will look like.
Because if you think about it, he does appear to take skincare seriously – or at the very least he seems to be damn set against getting any smile lines…