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."
She also shared a portrait of herself and her personal reasons for launching the line, which highlight the power she's found in makeup and how that impacted her self-discovery -- and the creation of her stage persona, too.
"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," she wrote on Instagram. "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."
Haus Laboratories is available for pre-order on July 15.
Check out Gaga's moving note about Haus Laboratories below.