“The last thing the world needs is another beauty brand, but that’s too bad,” says musician and actress Lady Gaga, who is planning to release her very own makeup brand, Haus Laboratories, in September. The company will be selling a variety of products, such as lipstick, lip liner, eyeshadow, and makeup kits with many more items.
All items are priced affordably.
Lady Gaga has announced that she will be partnering exclusively with Amazon to make her products available in many different countries, such as Germany, France, and the U.S. According to Gaga, “Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store.”
Haus Laboratories will help Amazon, a titan in e-commerce, push farther into the $500 billion beauty industry. The $1 trillion Seattle based company clearly showed their intention to make a big break into the beauty industry with the release of Belei this Spring. The label, which has a 12 product collection, is Amazon’s first descent into the world of beauty.
“They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself. Your glam, your expression, your artistry. We want you to love yourself. Our house, your rules.” says Lady Gaga.
Haus Labs, like Fenty Beauty, explores the idea of inclusivity in the beauty industry. Though, instead of having 40+ shades of foundation, the brand spreads the concept of self-love. Gaga told Business Of Fashion that “I have a platform in the world. God gave me this voice for a reason, I don’t know why, I ask myself that question all the time, but I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.”
The products are on the more affordable side, with $16 for a lip gloss and $49 for three multi-use cheek, eye, and lip products all available in 6 shade families.
Gaga’s launch video, shot with photographer Daniel Sannwald and posted on her Instagram, featured a diverse cast sporting many different looks, such as black lips and tons of glitter. Gaga said about the video, “When we made this film, I really wanted that feeling of self-discovery and self-acceptance and really loving who you are in a way that may be completely unconventional.”
“When I was young, I never felt beautiful,” Gaga wrote in an Instagram post talking about why she created Haus Labs. “And, as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup,” she wrote on social media. “I remember watching my mother put her makeup on every morning, basking in the glow of her power to put on her bravest face as the hard-working woman she was. I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true.”
“It was then that I invented Lady Gaga,” Gaga continued. “I found the superhero within me by looking in the mirror and seeing who I wanted to be. Sometimes beauty doesn’t come natural from within. But I’m so grateful that makeup inspired bravery in me I didn’t know I had. I’ve come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really I was just Born This Way.”
The line launches in September but is available for pre-order now.