The last thing the world needs, Lady Gaga says, is another beauty brand. She adds, "We want you to love yourself".
Lady Gaga told The Business of Fashion news site that partnering with Amazon was an easy decision, as Amazon's happy to let her build her own brand rather than insisting she tailor it to conform with a corporate image.
Shortly after the announcement, Gaga opened up about the inspiration behind the project, which stems back to growing up "never" feeling lovely.
"Color is completely transformative - it's powerful, it's attractive, and it's how I found my voice with makeup", she said.
"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.
Gaga also spoke about her past struggle with self-identity; she shared how she didn't know real beauty until she discovered the art of makeup and the inspiration came from her mother as she watched her "put on her fearless face" for work every day.
"There are companies that see me and what I stand for and the way that I view the world, and if it's not perfectly in line with what they do. they'll be like, 'Can you just change half of the equation?'" Gaga said. "I then began to experiment with makeup as a way to make my dreams of being as strong as mother become true".
Lady Gaga is coming for your cosmetics bag. Sometimes beauty doesn't come natural 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.
The three initial products being released are multiuse color for cheeks, eyes and lips in six shade families, Business of Fashion reported.
Kits will be available for pre-orders on July 15, and Haus Laboratories will then officially be available from Amazon in September.