Details of Lady Gaga‘s long-awaited makeup line are finally here. Called Haus Laboratories (not Haus Beauty!), the line of lip glosses, lip colors, and all-over colors will be sold on Amazon.com in September and will be available for pre-order starting on Amazon Prime Day 7/15. There will be six shades in total, with glosses priced at $16 each and kits of all three products priced at $49, according to Business of Fashion.
The superstar and actress debuted a brand video on her social media channels today. “The last thing the world needs is another beauty brand. But that’s too bad,” she says in the clip. “They say beauty is in the eye of the beholder. But at Haus Laboratories, we say beauty is how you see yourself.” The video shows various models in bold, glittery, and metallic makeup looks—much like the ones the superstar wears when she’s performing.
Gaga wrote a lengthy open letter on her Instagram about her experience with makeup and personal beauty:
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.
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.
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.
I’ve come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just Born This Way.
Love, Lady Gaga
Gaga spoke with Business of Fashion exclusively ahead of the pre-order launch. According to the publication, Haus Laboratories “draws inspiration from Gaga’s early days as an aspiring singer in lower Manhattan, applying drugstore makeup to form what would become her signature look.”
When the collection officially goes on sale in September, fans will be able to buy the lip gloss, lip liner, and all-over color pigments exclusively on Amazon. This marks the first time a major beauty brand has launched on the goliath e-commerce platform. That means you’ll be able to choose one-day or two-day Prime shipping and get your hands on the products ASAP. “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,” she told BoF.
Haus Laboratories will be available for pre-order, with kits priced at $49, on 15 July 2019 onward exclusively on Amazon.com.
This article originally appeared on Harper’s Bazaar US.
Related article: Lady Gaga’s Met Gala Entrance Is Already A Fantastic Meme