Gaga dropped the news in an interview with the Business of Fashion, coinciding with the video that encourages all to embrace their own ideas about beauty. Business of Fashion says the three initial products are multiuse color for cheeks, eyes and lips in six shade families. A kit with all three will sell for $49. Pre-orders begin July 15.
Gaga says in the video: "Beauty is how you see yourself." She adds, "We want you to love yourself."