Lady Gaga has credited her mother as the inspiration for Haus Laboratories.
The 33-year-old rocked a black crystal beaded gown by Yousef Al Jasmi as she celebrated her new beauty line with a star-studded party at Barker Hangar in Santa Monica, California on Monday night.
Gaga later changed into another outfit created by New York-based designer KAIMIN and gave a 10-minute speech to the crowd about Haus Laboratories, where she paid tribute to her mum Cynthia Germanotta.
"I was first inspired by my mother. She runs the Born This Way Foundation to empower and inspire bravery while we erase the stigma around mental health, and shine a light on its importance," she explained, according to Entertainment Tonight. "The brain is the second most important organ in the body other than the heart. We have to pay attention to it, and I will bring that attention to you today while we are here, even for make-up."
Gaga then recalled childhood memories of watching her mother put on cosmetics, describing the ritual a "spiritual experience".
"Although I always thought my mom was beautiful, even without make-up, I watched her become braver and braver as she put it on every morning before work. When I was growing up, I didn't always feel beautiful, and sometimes I still don't feel beautiful... but make-up and my fans, they really changed that for me. I found the same purpose as my mother," the star touchingly added.
At the event, Gaga also announced two new Haus Laboratories products, including a $25 (£20) replica of the lace face mask she wore during her performance at the Super Bowl Halftime Show in 2017.
"However, I've saved the best for last," she told the audience, before announcing the launch of her Eye Armor Kit, $35 (£28), a type of stick-on eyeliner.
"We created the false eyelashes of eyeliner," she stated. "It is a wing tip that simply sticks on the edge of any shaped eye for a perfect wing. They're paired with our Eye-Lie-Ner to fill in your lash line to create the perfect winged tip look in seconds."
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