Lady Gaga Unveils New Amazon Beauty Brand

Lady Gaga is launching her own beauty brand, ” Haus Laboratories,” which will focus on gender-neutral makeup products and will be available through an exclusive partnership with Amazon.

Haus Laboratories products will be available for pre-orders on July 15. Fox Business said the line will launch in September in the U.S., France, Germany, and several other countries. ⠀⠀⠀⠀⠀⠀⠀⠀⠀

For now, the brand’s entry launch will be several makeup kits filled with multipurpose formulas for the eyes, cheeks, and lips starting at $49. The brand is also launching a lip gloss that will be sold separately for $16.

Lady Gaga said in a statement on social media that experimenting with makeup gave her confidence when she was younger.

“When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup,” the star wrote. “It was then that I invented Lady Gaga. I found the superhero within me by looking in the mirror and seeing who I wanted to be.”

According to Refinery 29, rumors of Gaga’s beauty brand began to circulate in February, after trademark documents for the name Haus Beauty were uncovered for what appeared to be a cosmetics line.

Now, Gaga is looking to leave her own mark on the beauty industry following in the footsteps of Rihanna and her powerhouse Fenty Beauty empire.