Lady Gaga has always marched to the beat of her own drum, but now she’s bringing her unique flair to the beauty industry. The singer has announced that she is working on her own beauty brand, Haus Laboratories, in an exclusive deal with online retailer Amazon. And the best part is that fans don’t have to wait too long for the launch.
An Authentic Look
Haus Laboratories will have six unique collections curated by Gaga for consumers. Each of the collections includes what the brand calls “self-expression tools” with a reusable clutch. The tools will first include a liquid shimmer powder (named Glam Attack), a creamy lip pencil (RIP Lip Liner), and an ultra-shiny lip gloss (Le Riot Lip Gloss). The six collections include the Haus of Chained Ballerina, Haus of Goddess, Haus of Rockstar, Haus of Dynasty, and Haus of Metalhead, and Haus of Rose. Each collection has different offerings of the products and was personally named by Gaga herself. When the line launches, products will also be sold in duos for a limited time. Customers can pay $36 for two powders, $32 for two glosses and $26 for two liners.
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Putting In The Work
Gaga found inspiration for the line from the early days of her musical career. After she dropped out of college, she moved to the Lower East Side of New York City. She became close with people who used makeup and fashion to express themselves. “Everybody looked completely different, but everybody was expressing themselves through their makeup and through their fashion and how they carried themselves and through their art,” Gaga said in an interview with WWD. “I just remember going to the drugstore one day, picking up a bunch of different things and going home and sitting in front of the mirror and really asking myself, ‘How do you see yourself?’ And then I went to work.” She soon created her Lady Gaga persona and used that for this line. For Haus Laboratories, she has worked with a team of 15 people, including experienced professionals in the beauty industry and a former executive at mobile gaming company Zynga. She also secured funding from Lightspeed Venture Partners, a venture capital firm focusing on early stage investments in the enterprise technology and consumer space.
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Making The Deal
To finalize the line, Lady Gaga snagged a major collaborator: Amazon. Haus Laboratories will be available exclusively on the online retailer’s website. Amazon plans to launch these collections on its site in nine countries on three continents, including the US, France, and Germany, where customers can use Amazon’s one-day and two-day shipping through Amazon Prime. Millions across the globe will be able to purchase products from Haus Laboratories through its online store. It may seem like a risk of letting Amazon take over, especially since the retailer isn’t a big player in the beauty world like Sephora and Ulta Beauty. However, industry sources say that Haus Laboratories is likely to be the biggest celebrity makeup launch since Fenty Beauty by Rihanna.
Amazon also has allowed Lady Gaga to take lead to create a line of diversity and acceptance. “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 told The Business of Fashion. “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.’” Haus debuted the products on Amazon for preorder on Prime Day, July 15. The makeup will be delivered when the brand officially launches in September. With the looks of the products, though, beauty enthusiasts have a lot to look forward to.
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