Gear up, little monsters, ‘cos Mama Gaga is getting into the beauty biz in the most Lady Gaga fashion. The artist known to her friends as Stefani Germanotta has announced the upcoming launch of her cosmetics line, called Haus Laboratories, and it’s clear she’s attempting to bring her self-expressive innovation to this venture as much as her music.

In a promo vid posted to Instagram, Gaga’s voiceover proclaims:

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.

The looks themselves – at least the ones featured in the vid – are high-level sparkle glam, and frankly I am here for that shit. Gaga is really pushing the self-expression line, telling Business of Fashion:

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.

And in another Insta post announcing the new venture, Gaga wrote a heartfelt story about her own relationship to makeup – something that I think lots of people can relate to:

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.

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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

A post shared by Lady Gaga (@ladygaga) on

In terms of the products themselves, we know that there will definitely be lip glosses going for US$16 a pop, plus lip colours and all-over colours in six shades. Three-product kits will be going for US$49.

The line is set to launch in September and be available exclusively via Amazon, with preorders starting July 15. No word yet as to whether that includes us peasants in Australia, but fingers crossed.

Source: Glamour
Image: Getty Images / Dimitrios Kambouris