Lady Gaga’s beauty line, Haus Laboratories, is officially launching in five days. The highly anticipated announcement has rolled out across both the brand’s Instagram account and Lady Gaga’s personal channel, explaining the product launch – that’s happening exclusively with Amazon across nine countries – is available for preorder from July 15.

The Born This Way singer spoke with Business of Fashion about the line, explaining that Haus Laboratories will be a celebration of diversity and self-love: “No message of self-acceptance, no deal,” she told the publication, before continuing, “I have a platform in the world. God gave me this voice for a reason, I don’t know why, I ask myself that question all the time, but I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.”

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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

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True to Lady Gaga style, the range includes colour cosmetics for cheeks, lips, and eyes as well as kits for an affordable prince point. Judging by the incredible promotional video, we can expect to see high impact shades, glitter, and bold colour ways.

While it seems celebrity beauty lines are popping up everywhere, Haus Laboratories still plans to cut through the noise, thanks in part to its diversity, inclusivity, and its selective retail partnership with Amazon. Lady Gaga’s personal makeup artist Sarah Tanno has even come on board as the global artistry director, hinting at the fact that the brand plans to cement itself as a heavy industry player, rather than a short-lived project.

You can sign up for Haus Laboratories updates here.

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