Lady Gaga’s New Beauty Line, Haus Laboratories, Is Finally Here!
In Lady Gaga’s decade as a pop icon, she’s redefined what it means to be a superstar. From being an Oscar winner, to giving an unforgettable performance in A Star Is Born, to standing up for causes she believes in, to publicly backing the #MeToo movement, over the years, she has truly proven that she’s more than just another generic pop star.
Now, the 33-year-old is about to embark on a totally new challenge: creating her own beauty line.
If you’ve been keeping up with the rumors, it was in February 2018 when Lady Gaga’s fans noticed a blank website called HausBeauty.com—and immediately arrived at a conclusion the pop singer was launching a makeup line. And yesterday, we finally got the confirmation when she posted a promo video featuring herself and a set of diverse models all dancing in glittery makeup. “The last thing the world needs is another beauty brand. But that’s too bad,” she said in the clip. “They say beauty is in the eye of the beholder. But at Haus Laboratories, we say beauty is how you see yourself.”
In an exclusive interview with Business of Fashion, the singer revealed that Haus Laboratories will include makeup kits that combine lip gloss, lip liner, and all-over color. “Color is completely transformative—it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” she told the website.
Lady Gaga also opened up about the personal significance of her beauty brand in her moving Instagram post.
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
But how is this different from other celebrity beauty brands? Well, for one, Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon, which means Haus will simultaneously hit nine countries on three continents with one and two-day shipping. “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,’” she told BoF.
In terms of the brand's ethos though, Haus Laboratories has inclusive, authentic, self-discovering Mother Monster, which means the brand, as BoF puts it, “is set up to be the opposite of the filtered, Facetuned brand of authenticity spawned by the Instagram era.”
You can start pre-ordering your Haus Laboratories stuff here on July 15.