It was only a matter of time before international pop icon Lady Gaga made her foray into the beauty industry. Gaga introduced her new beauty brand HAUS LABORATORIES earlier this month on July 9 with the help of electronic producers Boys Noize, Blood Pop, and Tchami. The gender-neutral makeup line launched Monday, July 15 during Amazon‘s Prime Day event, which takes place over two days this year.

Prime members can pre-order the HAUS LABS collection during Prime Day and non-Prime shoppers will have the chance to purchase products later this month. The first units will ship in September. Amazon will be the exclusive global retailer for HAUS LABS. All products are certified-vegan and cruelty-free. Although Gaga teamed up with Amazon for the purposes of making her products as inclusive and accessible as possible, the partnership has seen some backlash by fans who expressed disappointment at Amazon’s working conditions for its employees.

Gaga has used HAUS LABS to send empowering messages to consumers, relaying her own experience with beauty through social media.

“I found the superhero within me by looking in the mirror and seeing who I wanted to be,” says Gaga. “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 Jul 9, 2019 at 12:01pm PDT

H/T: Rolling Stone

Tags: Amazon Prime, Amazon Prime Day, blood pop, Boys Noize, HAUS LABORATORIES, Haus Labs, Lady Gaga, Tchami

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