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Is this the season of celebrity beauty lines, or what? Rihanna set the ball rolling with Fenty Beauty in September 2017; just this week, Victoria Beckham launched her signature product line, Victoria Beckham Beauty; and less than 24 hours ago, pop sensation and actor, Lady Gaga made the official announcement of her own brand new line, Haus Laboratories.

This new beauty line, which will launched exclusively through Amazon, was born out of personal experiences and struggles, first-time entrepreneur, Gaga reveals in a heartfelt Instagram caption.

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.

Lady Gaga

The suspense is building, as we won’t exactly find out what products will be included in the premiere collection until July 14th, when the website officially reveals details. Amazon will launch Haus simultaneously in nine countries in September, this year, including the UK, the US, Japan, France and Germany. Products will be available for pre-order from July 15th.