Lady Gaga has conquered the screen and stage, and now she is tackling the cosmetics industry with the launch of her own cosmetics brand.
The Oscar-winning actress/singer trademarked the name “Haus Beauty” last February and has been very tight-lipped on the matter, until now.
Last Tuesday we received confirmation of her line “Haus Laboratories” (not Haus Beauty – as many suspected) via Instagram, and we have surprising news that the stockist is Amazon. According to Gaga’s reasoning in her statement, the partnership with Amazon was simple as they gave her full creative control, something she believes other traditional retailers could not offer.
Amazon will launch Haus Laboratories into nine countries in September 2019 as the first beauty brand to score an exclusive release with the online retail giant. Lady Gaga and the Global Director of Artistry for Haus Laboratories Sarah Tanno will reveal the full product range on Amazon’s Instagram in celebration of Prime Day.
In an interview with the Business of Fashion, Gaga spoke about her reasoning behind her deal with Amazon:
“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. [The 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’.”
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The range’s pre-ordering opened 15th July. This means consumers will have products in their hands as fast as two days after the launch in September, if ordered with a membership with Amazon Prime.
And to answer the questions of consumers who will end up in store looking for the products – Amazon is currently the only Australian stockist.
The range will include glosses, lip liners, and foundation.”[There will be] multi-use colour items for cheeks, eyes and lips in six shade families and kits containing all three products priced at a relatively affordable $49 [USD], ” Gaga told The Business of Fashion.
Lady Gaga has been praised for the raw and un-touched campaign imagery. Similar to Rhianna’s Fenty Beauty, Haus Laboratories is focused on inclusivity and features people of different genders, ethnicities and sexualities in their launch video.
“They say beauty is in the eye of the beholder but, at Haus Laboratories we say beauty is how you see yourself,” Gaga states in the launch video.
Haus Laboratories is following in the footsteps of several celebrity cosmetics brands who had their beginnings through e-commerce.
Kylie Cosmetics was only recently made available offline through US beauty store Ulta. Previously, the brand was known to sell out online within minutes of new product releases. Rhianna’s Fenty Beauty is available both in-store and online at Sephora.
Feature images: @hauslabs