Lady Gaga launches her own make-up line, Haus Laboratories. Her brand is all about self acceptance and liberation.
The Born This Way singer will be launching her own glam kits as she revealed in an interview with Business of Fashion. Her makeup looks have always been out of the ordinary and now they will be available at her own makeup line known as Haus Laboratories. Daniel Sannwald, photographer, prepared the campaign video shots for the brand.
Gaga said, “When we made this film, I really wanted the feeling of self discovery and self acceptance and really loving who you are in a way that may be completely unconventional. They say beauty is in the eye of the beholder, but at Haus Laboratories, we say that beauty is how you see yourself. We want you to love yourself. Your Haus. Your rules”.
Gaga recently took to Instagram and shared her inspirational story behind the launch of her brand.
She wrote, ” 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. then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true.”
Gaga further explained, “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. They said I was just weird but really, I was just born this way”.
Haus Laboratories will launch on Amazon and will be available in simultaneously in nine countries, including US, France and Germany. It ill be available in three continents where the customers can take advantage of easy shipping. Hauslabs will sell at a price point of $49 and the kits will come in six shade families. They will sell lip gloss alone for $16. Her brand will contain lip liners, lip sticks, eye liners etc.
Gaga partnered with Amazon instead of Sephora and other retailers so she could make her brand easily accessible to everyone.
She said, “There are companies that see me. What I stand for and the way that I view the world. And if its 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? so that we can do a 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 deal to change the world with their beauty”.
Gaga teamed up with 15 people for her new endeavor including her own makeup artist Sarah Tanno. Srah worked with Marc Jacobs Beauty as global artistry ambassador. She will take the position of Global artistry director at Haus Laboratories.
Business of Fashion reported that the products will be available September onward. The brand will also provide a full color collection. The promo video also shows models an Gaga herself in bold makeup.Gaga wants to spread the message of liberation through her makeup. She added, “I’m sure as hell not going to put out a beauty brand that is gong to drive insecurity and fear into people. This is about liberation”.
However, Lady Gaga will compete with other makeup gurus such as Kylie Jenner’s Kylie Cosmetics and Rihanna’s Fenty Beauty. But Gaga will partner with Amazon, something no one has ever done before.
Huas Laboratories will be available to preorder from July 15th. Watch the promo below.