Lady Gaga launches beauty brand Haus Laboratories

Lady Gaga’s makeup brand “Haus Laboratories” will be available for pre-order on July 15.

The beauty brand is also the first to be sold exclusively on Amazon, according to Business of Fashion.

Lip gloss will retail for US$16, and makeup kits for US$49.

Haus Laboratories was unveiled in a video released this week, narrated by Lady Gaga, and featuring her and other models seemingly wearing makeup from the brand.

The singer said she “never felt beautiful” when she was younger, and “struggled to find a sense of both inner and outer beauty”. However, she eventually “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,” Gaga wrote on Instagram.

“I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true.”

“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.” she wrote.

“They say beauty is in the eye of the beholder, but at Haus Laboratories, we say beauty is how you see yourself,” she continued.