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Lady Gaga is continuing to showcase her diverse range of talents and is venturing into the world of makeup. The singer, actor, dancer, writer, and humanitarian has made her mark in the entertainment world not only with her talent but with her seemingly never-ending ability to change her look, so it’s fitting that Mother Monster is now launching her own makeup line, Haus Laboratories.

Gaga announced her new venture on Tuesday, speaking with the website the Business of Fashion and posting a personal message on her Instagram for her little monsters. Showing off a sparkly purple eye, stunning highlighter, and a glossy pout that could offer some serious competition for Kylie Jenner’s Lip Kits, Gaga revealed that makeup has played a role in her life long before the Grammy and Oscars wins.

“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,” writes Gaga. “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.” Writing that makeup helped her invent who she wanted to be, Gaga added, “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.”

According to BoF, Gaga’s new line of makeup is inspired by the singer’s early years as a struggling artist in New York when her limited income meant she relied on drug store makeup to create what would later become her signature look. Set to launch in September, the first rollout from Haus Laboratories will be comprised of kits that include lip gloss, lip liner, and all-over colour. Available only on Amazon, Haus Laboratories will be sold in nine countries on three continents.

Playing on the theme of houses in the drag world and underground ballroom scene, Gaga released a promotional video for Haus Laboratories that features new music by Gaga herself, BloodPop, Tchami and Boys Noize, and includes a voiceover from Gaga declaring, “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.” Leaning on the twin concepts of authenticity and inclusivity, the line  will launch with 40 shades of foundation and has already dabbled with “crowdsourcing ideas from Instagram.”

Gaga told Business of Fashion that she decided to partner with Amazon and forego a deal with beauty companies as well as opting to not sell in drug stores because of the online retailer’s willingness to give Gaga carte blanche over the line. “There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do … they’ll be like, ‘Can you just change half of the equation?'” Lady Gaga said. “The answer is no. No deal. No message of self-acceptance, no deal. 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.'”

Haus Laboratories marks Gaga’s first independent business venture, although the professional chameleon has previously dabbled in the makeup world. In 2009, Gaga partnered with Mac for their Viva Glam Campaign, releasing her own signature lipstick with proceeds going to AIDS research and worked with the company again in 2010, dropping her own lipstick and lipglass shades.