It’s no secret that beauty is one of the most lucrative industries for consumer goods today. Personal care products make up billions of dollars in the annual global economy and celebrity endorsements make up a big part of that. These days, though, it’s about much more than a celebrity endorsed product—consumers want a celebrity made product. Stars like Rihanna, Kim Kardashian and Kylie Jenner have made billions of dollars off of the cosmetic industry in the last couple of years alone. Now a new star joins the ranks of celebrity-owned beauty lines: Lady Gaga.

Gaga’s Unparalleled Fame

The reaction to Lady Gaga’s beauty line has been almost completely positive across the board. Fans are only confused as to how it took the pop star so long to release a line of makeup, as makeup has long been a major part of Gaga’s artistic expression. Since the beginning of her career back in the early 2000’s, Gaga has expressed herself through her unconventional makeup styles and art. The line, which drew its name from Gaga’s longtime name for her artistic team, Haus of Gaga, was announced this week on Gaga’s Instagram page.

“When I was young, I never felt beautiful,” wrote Gaga in an Instagram post. “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,” she continued in one post that was part of a larger brand announcement.

The 33 year old pop sensation went through a rough path to get to where she is now, as she’s noted many times in previous interviews—even in a documentary that aired on Netflix in 2018 called “Five Foot Two.” Today, the pop star has amassed a massive international fan base, sold out a handful of world stadium tours spanning a multi-record career, topped music charts in a handful of genres from jazz, to electronic, to pop, to country, co-chaired the Met Gala, and nearly achieved the EGOT (Emmy, Grammy, Oscar, Tony)—an accolade that only 15 people in history have achieved. In a span of less than a decade, Gaga went from a small, up and coming pop star to joining the ranks of once-a-generation sensations like Cher and Madonna.

Haus Laboratories

Wildly esoteric and brimming with creativity, there’s no question that Gaga’s makeup line will be reflective of her one of a kind brand. The line, which is set to release in September (though fans can pre-order the line during Prime Day next week on Amazon), will feature six collections of products with different color schemes, all at $49. The sets in the collections feature different color schemes (tag yourself I’m a cusp) and come with a powder, a lip liner, and a lip gloss. There will also be a set of nine duo sets of each type of product in different color schemes. The duo sets will retail for prices that range from $26-$32. The line will be available online in September on the Haus Laboratories website or on Amazon, but the products can also be pre-ordered for Amazon Prime Day next week.