Nothing Lady Gaga does is conventional, and that now includes launching her new beauty brand exclusively on Amazon.

In a move that shocked the beauty retail industry, Lady Gaga’s upcoming beauty line Haus Laboratories will be available on Amazon in nine countries starting in September.

“A lot of companies do not like to be on Amazon because they believe it degrades their brand,” said Michelle Grant, head of retailing at Euromonitor, a market research company.

“So to have Lady Gaga do an exclusive with Amazon is very pivotal.”

Haus Laboratories is set to go live in September, with preorders beginning on Prime Day, July 15.

The beauty line includes six collections and nine limited-edition duo sets, with products such as lip gloss and shimmer powder.

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