Ever since she burst onto the music scene, Lady Gaga has been championed for her unconventional style – and now, the Oscar-winning singer is bringing a similar approach to her make-up line.

The collection, named Haus Laboratories, has Gaga’s much-loved and unique brand all over it. The singer has always been a champion for inclusivity and the power of being yourself – a sentiment which comes through a campaign video Gaga posted on Instagram.

In the short clip, Gaga and a variety of models are seen posing, while the singer’s voice opens with a joke, “The last thing the world needs is another beauty brand… but that’s too bad.”

“They say beauty is in the eye of the beholder, but at Haus Laboratories, we say beauty is how you see yourself,” she continues, “Your glam. Your expression. Your artistry. We want you to love yourself. Our house, your rules.”

As for the products, there will be a lot to choose from. Haus Laboratories is inspired for Gaga’s early days as an aspiring singer, when she used drugstore make-up to create a signature look. The line-up will include “multi-use colour items for cheeks, eyes and lips come in six shade families, with kits containing all three products,” according to Business of Fashion.

But why did the singer decide to focus on make-up over hair and skincare? Well, it’s a no-brainer: the star has used make-up as part of her artistic performance ever from the beginning.

“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,” the Grammy-award winner explained in an Instagram post.

“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.”

Most interesting of all, Gaga has decided to shunning the choice of a bricks and mortar store. Instead, Haus Laboratories will be the first major cosmetics line to be sold exclusively on Amazon, where it will ship to nine countries, including the UK, the US, France, Germany and Japan.

As of today (17 September) you can order the entire make-up collection from Haus Laboratories, including lipsticks and liners, and cat eye flick stickers. Every item from the collection is available from Amazon and from Haus Laboratories. 

For such a brand that’s sure to come with mammoth demand, it’s unusual that Gaga didn’t decide to launch her line with a reputable department store, like Rihanna did with Fenty Beauty, or Pat McGrath with Pat McGrath Labs.

However, the singer insists that it’s the perfect match. She told Business of Fashion that many companies try to make her scale back and tailor herself to fit in with the corporation’s image.

“The answer is no. No deal. No message of self-acceptance, no deal,” she said, “This [deal with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty.’”

It’s this refreshing approach to beauty that has been one of Gaga’s mantras throughout her career. Here, we run through some of her best beauty looks over the years….

Images: Getty