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It’s a no-brainer that everything Lady Gaga does turns millions of heads around the world. From her unconventional music to her outrageous fashion statements, she isn’t afraid to break boundaries—and this time, Gaga is stepping into the beauty industry.

The performer and style icon has never shied away from voicing her opinions on inclusivity and authenticity, and this time is no different. “Look, you might want to look like the DuPont twins,” she told Business of Fashion magazine. “You might want to look like Erin or Kitty … or you might want to, oh my gosh, look like you. And that’s the nut that I really want to crack,” she added.

The collection will be under Haus Laboratories and marks the first major make-up brand to launch exclusively with Amazon. Promotion has already started with a video shot by Daniel Sannwald. “The last thing the world needs is another beauty brand, but that’s too bad,” says Gaga in the video. “They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself.”

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The decision to team up with Amazon came after lengthy and careful consideration, ultimately choosing the online vendor who granted the artist full creative control while other suppliers only wanted half of Gaga’s ideas. “No message of self-acceptance, no deal,” she said.

Some 15 people from beauty industry veterans to former executives at Zynga worked together with the 33-year-old and secured backing from Lightspeed Ventures, an investor that has also contributed to Goop and Stitchfix. The line will consist of multi-use coloured items for cheeks, eyes, and lips, and will launch in September in nine countries, including France, Germany, and the United States. Buyers in these markets will benefit from one- or two-day shipping services, while citizens of other countries can purchase items from the global store.

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