Prep your skin and prime your wallets, Little Monsters. After a decade of snatching wigs, the chameleonic high priestess of pop music is coming to snatch our mugs too.

Introducing Haus Laboratories.

Speaking to Business of Fashion, the native New Yorker says her brand draws inspiration from her early days as an aspiring singer in lower Manhattan, where she would apply drugstore makeup to form what would become her signature look.

“I have a platform in the world,” said the 33-year-old pop star. “God gave me this voice for a reason, I don’t know why, I ask myself that question all the time, but I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.”

Launching worldwide for pre-order on Jul 15, the vegan and cruelty-free brand will be available exclusively via Amazon, making her the first major cosmetic brand to do so. Not that she is any stranger to breaking the mould.

Featuring music by BloodPop and Tchami, who are heavily rumoured to be working on her upcoming sixth studio album, the film is styled by longtime stylist and collaborator Nicola Formichetti; with makeup designed by Sarah Tanno.

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On prominent display are the hallmarks of inclusivity that have come to define her body of work and activism; peep her models of colour, the punk-rock aesthetic and members of the queer community — not that we expected anything less.

Rich jewel shadows in glittery, metallic finishes dance alongside a host of technical smoky eyes in this homage to New York City nightlife, nu-rave sensibilities and the golden age of disco, fuelled by a playful, 80’s-esque approach to colour.

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#BATTLEFORYOURLIFE 7.15 (pre-order) hauslabs.com

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The promo may seem intense, but its intensity is built around having fun with makeup.

The line drops in just a few days so the jury is still out on its performance and versatility, but these first lewks are about to take your beauty game to the next level. No word yet on pricing either but sis, just take my money already.

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