Lady Gaga becomes the latest celebrity to launch a makeup brand

The last thing the world needs, Lady Gaga says, is another beauty brand. But that’s too bad.

The pop star made all her Little Monsters happy Tuesday when she released a video with that message on social media. It heralds the coming of her new beauty line, Haus Laboratories, reportedly to be sold on Amazon come September.

Gaga dropped the news in an interview with the Business of Fashion, coinciding with the video that encourages all to embrace their own ideas about beauty. Business of Fashion says the three initial products are multiuse color for cheeks, eyes and lips in six shade families. A kit with all three will sell for $49. Pre-orders begin July 15.

Gaga says in the video: “Beauty is how you see yourself.” She adds, “We want you to love yourself.

Gaga also spoke about her past struggle with self-identity; she shared how she didn’t know real beauty until she discovered the art of makeup and the inspiration came from her mother as she watched her “put on her brave face” for work every day.

“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 further shared that makeup has endowed her with the confidence she always wanted and has empowered her in multiple ways. It has helped dig up the strength she didn’t know she had and has helped her become the person she is today aka the Lady Gaga we all know and love.

Read her complete tweet here:

Over the past decade, Lady Gaga has been seen treating her style as an extension of art itself, never shying from pushing the envelope.

On picking Amazon as her launching partner, she said, “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,’”

She added: “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.’”

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