Lady Gaga is known for sporting some killer looks. So, it was only a matter of time before she launched her own beauty brand, right? But unlike most celebrity-helmed makeup labels, Haus Laboratories, Gaga’s new all-inclusive makeup line inspired by her time as a struggling singer playing in lounge bars in New York City, isn’t about giving its wearers a chance to doll themselves up like Gaga. In fact, it’s just the opposite.
“They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself,” says the singer in a glossy new campaign video for the brand. “Your glam, your expression, your artistry. We want you to love yourself. Our haus, your rules.”
“When I was young, I never felt beautiful,” she continued in an Instagram post announcing the launch. “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.”
Available for pre-order starting Monday, the brand will be exclusively available through Amazon, says the Business of Fashion. Though, knowing Gaga, she’ll find some other way to get the product to the masses. Like she says in the Haus Laboratories campaign, “The last thing the world needs is another beauty brand, but that’s too bad.”
Watch the full campaign video, below.