The world asked for more celebrity beauty brands, and now Lady Gaga has answered the call. Joining Rihanna, Kylie Jenner and Victoria Beckham is the pop sensation and A Star is Born actress with her new beauty venture, Haus Laboratories. Here’s what you need to know about Gaga’s new beauty brand.
Haus Laboratories will be sold exclusively on Amazon
Yep, Lady Gaga’s new project will be the first major beauty brand to be sold exclusively by the online retail giant. The collaboration will not only solidify Amazon as a beauty shopping destination, but also move it away from its image of cheap, generic makeup while strengthening its online reputation amongst competitors like Sephora. According to Gaga, in an interview with The Business of Fashion, it was an easy decision as she was offered a lot of creative freedom.
“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?’ The answer is no. No deal. No message of self-acceptance, no deal. This [deal with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty.”
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It’s expected to launch this September
The complete collection will be launching this fall in nine countries, including the United States, France, Germany and Japan. For the rest of the world, Haus Laboratories will be available on Amazon’s global store. Impatient fans will be glad to know that pre-orders will be available starting on Monday, 15 July.
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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. 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. I found the superhero within me by looking in the mirror and seeing who I wanted to be. Sometimes beauty doesn’t come naturally from within. But I’m so grateful that makeup inspired a 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. Love, Lady Gaga
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Haus Laboratories is about inner beauty
The brand is inspired by Lady Gaga’s earlier days as an aspiring artist, a girl who used drugstore makeup to build her now unmistakable and iconic look. But with that comes two very powerful messages behind the brand – self-acceptance and confidence – her defining values since her first debut.
For her announcement, Lady Gaga released a Haus Laboratories video teaser. Watch it here: