(Reuters) - Pop superstar woman Gaga on Tuesday announced a line of beauty merchandise completely for sale on Amazon (AMZN.O) in a boost to the net store’s cosmetics enterprise.

The emblem, Haus Laboratories, will launch in September for consumers in almost a dozen nations, consisting of the united states, Germany and Japan, Amazon said.

The circulate underscores how the world’s biggest on line store is increasing competition with conventional cosmetics dealers like Ulta beauty (ULTA.O) and Sephora-parent LVMH (LVMH.PA), which currently released a beauty logo with the aid of singer Rihanna.

Girl Gaga, who shared an Academy Award this yr for the unique music “Shallow,” said Amazon became the right associate because it embraced her message of self-popularity.

“There are businesses that see me and what I stand for and the manner that I view the arena, and if it’s no longer perfectly in step with what they do ... They’ll be like, ‘can you just alternate half of of the equation?’” the singer informed guide The business of favor, which suggested the news in advance Tuesday. “the answer is not any. No deal.”

Amazon’s push into cosmetics consists of a personal label pores and skin care logo called Belei.