“When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup.” These were the words of Lady Gaga, written in a poignant Instagram post ahead of the announcement of Haus Laboratories, her first foray into the beauty world.
Calling it her “labour of love and passion”, the brand is an embodiment of Gaga’s spirit. While beauty brands are now loudly embracing diversity, Gaga has always been at the forefront of inclusivity with her music, and pushing for equality. In fact, the campaign images for Haus Laboratories veer towards an alternative/punk aesthetic with models of both sexes and multi ethnicities.
“Makeup inspired a bravery in me I didn’t know I had.”
Expectations for the brand are high, naturally. Gaga is a self-professed perfectionist; she channels the same dedication from her music and acting to her beauty brand, juggling multiple hats that include “developing formulas, mixing the shades, designing the packaging and components, as well as casting the models and collaborating on styling, direction, and being the creative director, pulling all-nighters making boards that showed all our imagery and art.”
Speaking to Business of Fashion (BoF) ahead of the launch, Gaga told the fashion portal that Haus Laboratories “draws inspiration from her early days as an aspiring singer in lower Manhattan, applying drugstore makeup to form what would become her signature look”. The collection will launch in September exclusively via Amazon as the online shopping behemoth would “give her free rein to build her brand around the twin messages of self-acceptance and confidence”.
“There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do … they’ll be like, ‘Can you just change half of the equation?’” Lady Gaga said. “The answer is no. No deal. No message of self-acceptance, no deal.”
Haus Laboratories has launched with pre-orders of its six collections of lipglosses, lipliners and all-over liquid shimmer powder. Transform a gloomy complexion with the smudge-proof Glam Attack liquid-to-powder product that goes on your lips, cheeks or wherever you wish. Highly pigmented, it’s a surefire way to meet all your glow goals. In an interview with Allure magazine, Gaga describes these as “show-proof”. She points out the applicator as the highlight of the Glam Attack, as it “gives you the opportunity to apply it very heavily, or lightly and shade it out, or to do both”.
And then there’s the Rip Lip Liners. Creamy and demi-matte, these glide on easily for a velvety finish and can be sharpened. Use this under your lipstick to keep everything within the lines, or on its own as a non-feather lipstick that lends lips a supple, pillowy pout. “We called it the RIP lip liner because it’s a lip liner to die for,” said Gaga to Allure. She also wears it all over her lips as a lipstick, and on her cheeks. Top if off with the Le Riot Lip Gloss, which coats your lips in a high-shine. Non-sticky and lightweight, it gives lips a visibly plumped look.
The six collections are representative of different moods. For instance, Haus of Goddess channels the angelic nature of goddesses like Venus and Aphrodite while Haus of Metalhead delivers a stunning contrast of a sultry silver shimmer powder with the dusty rose lip hues. Haus of Dynasty, on the other hand, has a vibrant emerald shimmer perfect for a striking eye look to juxtapose a rich terracotta pout.
Pre-order now to receive it in September. Items ship from 17 September via Amazon Prime. See more at the official website.