Lady Gaga is an iconic pop star, songwriter, award-winning actress, philanthropist, activist and designer -- and now she can officially add beauty boss to her long list of veritable titles.
In a futuristic video soundtracked by production heavyweights Bloodpop and Tchami, Gaga introduces Haus Laboratories, her new beauty brand, in a flurry of latex, leather, neon, glitter and gloss.
As Rihanna did with her game-changing, inclusive Fenty Beauty before her, Gaga encourages the embrace of individuality and expressing it through bold makeup and body art with her forthcoming collection of makeup.
"The last thing the world needs is another beauty brand," she begins in the clip, which shows several looks (and plenty of light-catching eyeshadow). "But that's too bad. They say beauty is in the eye of the beholder, but at Haus Laboraties, we say beauty is how you see yourself. Your glam. Your expression. Your artistry."
Haus Laboratories is available for pre-order on July 15.