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\"Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,\" the singer told Business of Fashion.

On top of being Gaga's first independent venture, her line will also be the first major beauty brand to launch exclusively on Amazon.

\"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.

She continued, \"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.'\"

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They say beauty is in the eye of the beholder, but at HAUS LABORATORIES, we say beauty is how you see yourself. @ladygaga

A post shared by HAUS LABORATORIES (@hauslabs) on Jul 9, 2019 at 10:58am PDT

Haus Laboratories also launched an Instagram account today under the name @Hauslabs. In one of the brand's post that includes a photo with Gaga, the caption says \"They say beauty is in the eye of the beholder, but at HAUS LABORATORIES, we say beauty is how you see yourself.\"

A few days prior to Gaga officially announcing her new line, an Instagram account under the name @hausbeautynews posted a glamourous photo of Lady Gaga claiming to be associated with the new line.

In the photos, Gaga is wearing metallic eyeshadow and graphic eyeliner. Many people began praising how naturally beautiful the images are.

One person wrote, \"I love that you can see her freckles! That's one thing about her...she looks so natural and is so beautiful!\"

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LADY GAGA #HAUSBEAUTY images has officially come out!! 🖤 More to come!!

A post shared by ★ HAUS BEAUTY NEWS ★ (@hausbeautynews) on Jul 4, 2019 at 8:32am PDT

More alleged campaign imagery was posted by @trendmood1, where it's claimed that Haus Beauty will include everything from eyeliners and bronzers to body exfoliants and \"beauty milks.\"

One commenter said, \"Love that her skin looks like actual skin!! Not super smoothed out in photoshop.\"

Another followed those sentiments saying, \"I love how her promo photos aren't over-edited! You can totally see her natural facial features and her skin's real texture!\"

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Here are two #HausBeauty models!! There is going to be products called Amazing Duo”, and “Ayres Chambray”. #HAUSBEAUTY COMING SOON

A post shared by ★ HAUS BEAUTY NEWS ★ (@hausbeautynews) on Jul 4, 2019 at 9:03am PDT

Lady Gaga did not respond to ABC News' request for comment.

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