Mother Monster is coming for the beauty industry.
“The last thing the world needs is another beauty brand. But that’s too bad. Welcome to Haus Laboratories.”
That is the extremely self-aware statement with which Lady Gaga launched her long-awaited beauty line, named after her creative team Haus of Gaga.
Rumours that the singer was staking her claim on the beauty industry started swirling months ago, when it emerged that she had trademarked the name ‘Haus Beauty’ – and last weekend, photos said to be campaign visuals were leaked online.
The brand was finally unveiled last night with the name Haus Laboratories and a photo of Gaga looking typically dramatic next to a lineup of extremely cool models.
Speaking to Business of Fashion, the Oscar winner revealed that Haus Labs will launch exclusively on Amazon in September, with products available for pre-order from July 15.
So what do we know about the goods themselves? Well, according to Business of Fashion, there will be lip glosses, lip colours, and ‘all-over’ colours in six shades, with the three products available in a kit for $49 (approximately €43.50).
You can get a glimpse of the general vibe in the launch video, which features a lot of colour and sparkle:
Explaining her motivation for starting a beauty brand on Instagram, Lady Gaga 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.”
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 weird, but really, I was just Born This Way.”
As she said herself, we really don’t need another celebrity beauty brand, but it will be interesting to see what this chameleon of a popstar and bona-fide beauty icon will deliver. Are you pumped for Haus Laboratories?