Lady Gaga has officially unveiled plans to launch her own beauty brand in an exclusive partnership with bosses at online retail giant Amazon.
The Born This Way hitmaker was first rumoured to be entering the cosmetics industry last year, and on Tuesday, she debuted her first promo video for Haus Laboratories on social media.
In the campaign footage, called Our Haus. Your Rules, Gaga declared: “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.”
Explaining her decision to partner with Amazon, she told Business of Fashion in a statement: “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.’
“The answer is no. No deal. 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.'”
The products set to hit the market in September include make-up kits that combine lip gloss, lip liner, and all-over colour, with the first collection made available in six shade groups.
“Colour is completely transformative – it’s powerful, it’s beautiful, and it’s how I found my voice with make-up,” the 33-year-old shared. “I discovered myself, but also other people discovered me, for me, through the way that I was expressing myself.”
Fans will be able to pre-order the Haus Laboratories range from 15 July, with kits featuring a trio of products priced at $49 (£39).
The superstar’s announcement comes just days after untouched images from the campaign were leaked online.