The singer and actress Lady Gaga has long positioned herself as the embodiment of authenticity and inclusivity, traits consumers have come to demand from new beauty brands. Her’s is the opposite of the filtered, Facetuned brand of “authenticity” spawned by the Instagram era.

Perhaps more than what she’s selling, it’s where she’s selling that runs counter to the beauty mainstream. Gaga’s ‘Haus Laboratories’ will be the first major beauty brand to be sold exclusively on Amazon.

So, instead of sharing shelf space with rivals at specialty retailers, Gaga will have the spotlight more or less to herself in front hundreds of millions of Amazon customers worldwide.

Plus, the e-commerce behemoth just gets her, she said.

Stayed tuned for the full product launch in September.