Amazon is hoping this Prime Day is a beautiful one.

The internet giant is using Amazon Prime Day to promote its newly announced cosmetic partnership with Lady Gaga. Shoppers will be able to pre-order products from the line, Haus Laboratories, which launches in September. The line includes a $49 set of lipstick, lip gloss and lip liner and a pair of lip glosses for $32.

The partnership with Lady Gaga does not mark a new push from Amazon into cosmetics, but it is a sign of its serious intent to move into a space it has long desired — at a time it may finally be in its reach.

“The fact that Amazon is partnering with these influencers in developing a private label business to go after a category signals how serious they are,” said Vandana Radhakrishnan, a partner at consulting firm Bain & Company.