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Gwen Stefani’s New Makeup and Beauty Line Sounds Like an Empire

The most surprising thing about Gwen Stefani‘s launching a makeup line is that she hasn’t already, but that’s about to change. Twenty years after No Doubt’s heyday, Stefani is at long last heading into makeup on her own terms. She’s dabbled, make no mistake—we’d bet Stefani knows the power of her iconic look, mostly because she’s partnered with brands like Revlon and Urban Decay on collections that play to her image. But according to TMZ, Stefani filed documents in March to get the trademarks for her own line in the works.

The twist? While Stefani’s L.A.M.B. label is still going strong, The Voice judge is looking in a new direction for her makeup line—the name she filed a trademark on appears to be “P8NT” (pronounced “paint”). From this, we can deduce two things: One, Stefani still loves an all-caps power moment, and two, wherever she is, we’d guess Avril Lavigne felt a warmth in her bones.

Going by more concrete facts, Stefani is preparing a boatload of beauty products. According to the United States Patent and Trademark Office filing, she’s registered to trademark “P8NT” for 21 product categories, just in makeup alone. They range from lipstick and lip balm to fake eyelashes and fake nails to “eyebrow gloss.” In skin care, we can expect a potential 31 products: Stefani filed to register for toner, masks, moisturizer, essential oils, sunscreen, depilatory creams, bath oil, and “bath powder.” It might be a strategic move to ward off copycats and keep her options open, or Stefani might be trying to take over our lives and bathroom shelves.

Unbelievably, we haven’t even gotten to hair care, where P8NT is registering to trademark seven product categories. “Hair waving lotion,” hair color remover, box dyes, shampoo, rinses, and conditioner are potentially on the way. The P8NT filing also included perfumes and incense.

It’s not clear when the line will be dropping, but here’s hoping when it does launch that there’s a red lipstick in “Hollaback Girl.”

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