Sza had a secret on her lips during her Super Bowl performance with Kendrick Lamar. Dressed in a black-cherry outfit (with matching curls to boot), her glassy nude lips provided a hint that something bigger was forthcoming. And today, the singer is ready to spill: Sza is launching a curated beauty brand named Not Beauty.

“I’m not a beauty maven, but I know lips,” the singer tells Vogue. “I know what I like, and I’m diligent about finding the best quality ingredients.” Not Beauty’s first drop is lip gloss, which comes in three carefully considered shades. “I wanted to fill a need with something that works for me and that I use daily. Following your passion and letting it lead you, and letting the story develop itself by following the throughline of risk, trust, and willingness is literally what my entire life and career has been about.”

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While we now know she was teasing her beauty line during her Super Bowl performance—she’s actually been subtly promoting the shades ever since. “Every time that you’ve ever seen me with any sort of color recently, I am 100% wearing Not Beauty lip gloss,” she says, adding that the shades In the Flesh and Strawberry Jam are her go-tos because she likes a bit of color. There’s also a clear shade for those who just want a little bit of shine. “I love the look of my lips with some sort of blush or tint to them. Not too much, because my lips are big and I don’t like to leave them shapeless. My lip combo requires minimal effort, maximum result, and high shine. Just enough to give a little something without looking like ‘Who you tryna be!?’ kind of vibes.”

Going back to her lip-expertise: Sza knew the formula was ready after passing the all-important test: not having to reapply for hours. “As a gloss girly, when I realized that I could do it all and [the product lasts], it said something. When I have lip gloss on, honestly, that’s 85% of feeling attractive—a lip look, not even kidding. Once I have lip liner and gloss I’m like, ‘OK! Who am I meeting!?’”

Of course, the name has me wondering what the story is: Why Not Beauty? Sza tells me that the name “was representative of a reminder of: Don’t try to be these other brands, don’t try to be anything,” she says. Don’t just make a random celebrity brand just because you can. My whole life is about being pressure-free but still trying your best, and that’s what Not is about.”