Lady Gaga Introduces Her New Beauty Brand

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Lady Gaga is launching a beauty brand of her own called Haus Labs.

She shared a new campaign video on her social media platforms featuring a few otherworldly looks created with the upcoming products.

Gaga is teaming up exclusively with Amazon to sell her collection. The products, set to hit the market in September, will be available for pre-order beginning July 15th and include multi-use items for cheeks, eyes and lips in six shade families, with kits containing all three products priced at $49.

She debuted her new venture with an Instagram video laying out her vision for the brand. Over pulsing music and a montage of images of herself, as well as glam faces of all races and genders, Gaga says, "The last thing the world needs is another beauty brand. But that’s too bad."

"They say beauty is in the eye of the beholder, but at Haus Laboratories, we say beauty is how you see yourself. Your glam. Your expression. Your artistry," she continues. "We want you to love yourself. Our Haus. Your rules. Haus Laboratories. #BattleForYourLife."

Gaga also shared a lengthy essay explaining why she’s getting into the beauty biz.

"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," she writes. "I remember watching my mother put her makeup on every morning, basking in the glow of her power to put on her bravest face as the hard-working woman she was. I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true."

"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," the star continues. "Sometimes beauty doesn’t come naturally from within. But I’m so grateful that makeup inspired a bravery in me I didn’t know I had."