Lady Gaga is Launching a Makeup Brand

Haus Laboratories, debuting in September, will be the first major beauty brand to be sold exclusively on Amazon.

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Lady Gaga‘s makeup has long been a topic of conversation. From her over-the-top “The Fame Monster” era to her toned-down “Joanne” phase, the actress and singer’s beauty looks are an extension of her unparalleled artistry. And now, after months of industry rumblings that she would be following in the footsteps of her famous peers, Gaga is officially launching a beauty brand called Haus Laboratories, which will drop in September exclusively on Amazon.

In an interview with Business of Fashion, Gaga says the brand draws inspiration from her early days as an aspiring singer in lower Manhattan, applying drugstore makeup to create what would become her signature look. It’s these colorful tools that took her from Stefani Germanotta to Lady Gaga.

“Color is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” the singer told BoF. “I discovered myself, but also other people discovered me, for me, through the way that I was expressing myself.”

Haus Laboratories is launching with multi-use color kits that contain formulas for cheeks, eyes and lips. The kits will be available in six shade families and come at a price point ($49) that is lower than prestige labels, but higher than many of Amazon’s typical beauty offerings.

The e-commerce giant plans to launch Gaga’s kits simultaneously in nine countries on three continents, including the U.S., France and Germany, where customers can take advantage of its quick and easy shipping options. Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store.

Amazon is helping to make the line accessible to everyone, which turned out to be one of the main reasons that Gaga and her team of investors decided to partner with the company. She also notes that the e-commerce behemoth seems to just “get” her.

“There are companies that see me, what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do and they’re worried about alienating consumers…They’ll be like, ‘Can you just change half of the equation?’ (which for me is the entire equation) so that we can ‘do a deal,'” Gaga said to BoF. “No message of self-acceptance, no deal. This [deal with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty.'”

A campaign video shot with photographer Daniel Sannwald went live Tuesday, which echoes the company’s desire to be a democratized force in the beauty space. The film features a diverse cast of people who sport equally diverse beauty looks, from muted, barely-there makeup to rainbow glitter eyelids and orange hair.

“When we made this film, I really wanted that feeling of self-discovery and self-acceptance and really loving who you are in a way that may be completely unconventional,” Gaga explained to BoF. “They say beauty is in the eye of the beholder, but at Haus Laboratories, we say that beauty is how you see yourself,” says Gaga in the campaign video. “We want you to love yourself. Your Haus, your rules.”

You can watch the first full campaign video for Haus Laboratories below.