Lady Gaga has never been one to opt for a demure beauty look ‚Äď her dramatic Met Gala look turned heads earlier this year. And finally, after years of rumours, speculation and anticipation, Oscar-winning songwriter Lady Gaga has announced she is launching her own cosmetics brand.
In just four days, Lady Gaga’s beauty line, Haus Laboratories, will be available for preorder exclusively with Amazon across nine countries.
In an interview with Business of Fashion Lady Gaga explained that the brand will draw inspiration from her days spent in lower Manhattan as an aspiring singer applying drugstore make-up. From September Gaga’s brand will sell kits that combine lip gloss, lip liner and all-over colour. ‚ÄúColour is completely transformative ‚ÄĒ it‚Äôs powerful, it‚Äôs beautiful, and it‚Äôs how I found my voice with makeup,‚ÄĚ the singer told Business of Fashion.
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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
While celebrity beauty lines are nothing new ‚Äď Gaga will join the likes of Rihanna, Kylie Jenner and Drew Barrymore ‚Äď Gaga is the first major cosmetics line to launch exclusively with Amazon. ‚ÄúThere are companies that see me and what I stand for and the way that I view the world, and if it‚Äôs not perfectly in line with what they do … they‚Äôll be like, ‚ÄėCan you just change half of the equation?‚Äô‚ÄĚ Lady Gaga told Business of Fashion. ‚ÄúThe answer is no. No deal. No message of self-acceptance, no deal. This [deal with Amazon] was so wonderful because this was like, ‚ÄėLet‚Äôs make a deal, let‚Äôs make a deal to change the world with their beauty.‚Äô‚ÄĚ
Gaga has assembled a beauty ream team to bring Haus to life including longtime makeup artist Sarah Tanno, who was formally Marc Jacobs Beauty’s global artistry ambassador. Tanno will be the brand’s the Haus Labs’ global artistry director. The team is made up of 14 others so far, including alums of Milk Makeup and Benefit Cosmetics