It continues, the ever-burgeoning chain of celebrities launching beauty collections continues to gather pace faster than you can say contour, and this time, it’s Lady Gaga. From clever collaborations to eponymous makeup lines to commercially-minded fragrance, it now seems a beauty range is but a rite of passage for any celebrity seeking further star status (and dollars).

Soon, it will be time to paint your poker face as the ever-provocative, iconoclastic musician Lady Gaga is reportedly launching a makeup line called ‘Haus Beauty’. The Blast first reported the potential news; that Gaga’s company, Ate My Heart Inc., have made all the necessary steps to trademark the name: Haus Beauty. Of course, Instagram was quick to respond, with Paul Revere of @trendmood1 jumping on the beauty news bandwagon and posting zealously that yes, Gaga will be launching ‘Haus Beauty’. “OOOOMMGGG!!!!! The Beauty Industry is growing so fast!!! Everyone is inspired to create their own brands!!!! Looks like @ladygaga will be coming out with her own cosmetics line!!!

And if that excitement wasn’t proof enough, according to the United States Patent and Trademark Office website, the application for a standard character mark was lodged in February. According to the application, Haus Beauty is going to be much more than a one-hit-wonder makeup line. The name lists a sizeable amount of potential products, which include: foundations, blush, lipstick, lip gloss, eyeliner, eye shadow, perfume, facial cleansers, toner, scrubs, moisturiser, hand cream, masks, highlighter, bronzer, body oil, face wipes, sunscreen, self-tanner, nail polish, and even “fragranced boy care preparations,” (whatever that is).

There are a million reasons for Gaga to start a beauty line, one of which is simple: her aesthetic lends itself to makeup and art so wonderfully. Gaga has crafted a career out of the conceptual and the experimental; hers is a brand based very much on the visual, and at the forefront of her look is makeup and hair. Where would Gaga be without that blue thunderbolt pouring from her eye? Or the golden, Ziggy-esque bolt that struck one side of her face? Or that platinum blonde bow made entirely out of hair? Her beauty cues are endless; each tell a story, each reference a song or lyric or phase in the Gaga brand. Add to that her long-standing relationship with M.A.C Cosmetics, where she was a part of the M.A.C. Viva Glam campaign, creating lipstick and lip gloss shades to raise money for AIDS research. Plus, in 2012 she teamed up with COTY to launch the fragrance, Lady Gaga Fame.

There is no word from the Haus of Gaga on a launch date, but with bated breath and bolts aplenty, we wait. We may be born this way, but a little art from Haus Beauty most definitely won’t go astray.