The brand has been dubbed Haus Laboratories, and it will launch this September exclusively through Amazon. Pre-orders begin on July 15 (a.k.a. Amazon Prime Day).
Gaga's line of cosmetics will start by selling kits featuring lip colour, liner and all-over colour, available in six different shade combinations. Kits containing all three products will retail for $49 USD.
The move to partner with Amazon is seen as risky by some due to the overwhelming monopoly on online cosmetic sales by companies like Sephora and Ulta, but Gaga stands by her decision.
"There are companies that see me and what I stand for and the way that I view the world, and if it's not perfectly in line with what they do... They'll be like, 'Can you just change half of the equation?'" she told Business of Fashion. "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.'"
See Gaga's Instagram reveals of her new beauty brand below.
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