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The collection, which features all-over liquid shimmer powders, lip liners, and lip glosses – is priced from £24($26) – £46 ($49). The ‘ultra-pigmented’ items are already available for pre-order and will ship to customers through Amazon in September.
On Instagram, the brand said: “Cruelty-free and vegan. Because we love animals and you.”
‘I never felt beautiful’
“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,” the brand’s website states.
“I’m so grateful that makeup inspired a bravery in me I didn’t know I had. I’ve come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was weird, but really, I was just Born This Way.”
Back in 2017, Gaga teamed up with coffee giant Starbucks to create a line of four vegan drinks – with some of the profits going to the Lady Gaga’s Born This Way Foundation, a charity aimed at empowering young people, and the Channel Kindness project.
The Born This Way singer caused controversy amongst vegans for wearing animal skins, particularly when she wore an outfit made out of meat at the 2010 MTV Video Music Awards.