“The last thing the world needs is another beauty brand… Well that’s too bad.”
Last night Gaga unveiled her new beauty brand to the world.
Haus Laboratories, which had been an elusive website with little information other than a sign-up list, suddenly came into fruition last night.
Those who had signed up to receive information from the mystery beauty brand by Lady Gaga, received their invitation at 10pm - discover Haus…
In an interview with Business of Fashion, Gaga explained that Haus Laboratories would be a line of lip glosses, lip liners, and all over colours, available in a variety of kits; although, she hinted a full collection would be on its way for the full release in September.
Haus Laboratories Makeup Collection
“Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup” – Gaga to BoF
In a candid message to her fans on @HausLabs Instagram page Gaga explained what beauty meant to her.
Interestingly, the line will be sold exclusively to Amazon, the first ever luxury brand to launch with the online retail giant.
Despite the worry of Amazon cheapening the ‘makeup maison’ to consumers, Amazon being the main e-commerce marketplace to buy cheap beauty products that are deemed as necessities, according to Gaga, only Amazon were willing to give her full-creative reins on her brands release, a brand that wholly celebrates the art of being you.
“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.’” – Gaga to BoF.
It seems that Gaga’s aim with Haus Beauty was how it makes you feel, rather than how you look and the appeal of the product alone. Set to battle against Instagram beauty culture, extreme airbrushing and the rise of Facetune, it was a call to action.
Haus Laboratories is about liberation.
An important narrative within the artist’s history, as not only feeling like an outcast herself, but also as the advocate and voice of a generation for LGBTQ people.
“They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself – your glare, your expression, your artistry. We want you to love yourself.Our house, your rules.
Haus Laboratories – Battle for your life”
Haus Laboratories, all vegan and cruely-free, will be available for pre-order on Amazon’s annual Prime Day, 15thand 16thJuly .