Lady Gaga is preparing to dive into the beauty space with the launch of her beauty line Haus Laboratories, so named to fit with her Haus of Gaga creative team.
It comes after Rihanna debuted her Fenty Beauty company in September 2017 and went on to team with luxury conglomerate Louis Vuitton Moet Hennessy fashion to launch her Fenty fashion brand in May with an initial pop-up shop in Paris.
Gaga debuted her first promo video for the cosmetics brand. In the “Our Haus. Your Rules.” video, Gaga proclaims, “The last thing the world needs is another beauty brand. But that’s too bad. They say beauty is in the eye of the beholder, but at Haus Laboratories, we say beauty is how you see yourself.”
Available for pre-order next Monday on Amazon, products worn in the video include lip gloss, black eyeliner and glitter eyeshadow.
Business of Fashion says the three initial products are multi-use color for cheeks, eyes and lips in six shade families. A kit with all three will sell for $49. Pre-orders begin July 15.
Gaga released this statement on social media:
“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.”
On picking Amazon as her launching partner, she said, “There are companies that see me, what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do and they’re worried about alienating consumers… They’ll be like, ‘Can you just change half of the equation?’ (which for me is the entire equation) so that we can ‘do a deal.'”
She added: “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.'”