From Rosie Huntington-Whiteley and Jennifer Lopez to Rihanna and Kim Kardashian, celebrity beauty lines are the newest venture offering a slice of the good life for fans. Today, Lady Gaga’s hotly anticipated beauty line teased a first reveal.
In May 2018, the first clue that Lady Gaga was launching a beauty line emerged when her company registered a trademark in the US for a cosmetics line called Haus Beauty (Haus of Gaga is the name given to the singer’s creative team). Immediately following the registration, Gaga took to Instagram to share a striking makeup look with the hashtag #HausEditorials.
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#HausEditorials in Barcelona !!! the pink leather outfit is @ana_ljubinkovic shoes @dsquared2 Rounded emerald eye smolder of champagne and flushed skin and lips with Viking braids. #makeup @sarahtannomakeup hair @fredericaspiras #hair #beauty #fashion photo by @Alex.j.dolan Styling by @tomeerebout and @sandraamador.xx
The name has shape-shifted a little since then. As Gaga’s first independent business venture, the newly christened Haus Laboratories is already setting a benchmark by becoming the first major beauty brand to launch exclusively on Amazon. With stunning editorial images and a very Gaga-esque campaign video, Haus Laboratories has brought with it an inclusive message – one that falls perfectly in line with Mother Monster’s embrace of individuality.
In an exclusive interview with Business of Fashion, Gaga shared, “I have a platform in the world. God gave me this voice for a reason. I don’t know why, I ask myself that question all the time, but I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.”
Now this is a beauty message that we can all get behind.
Haus Laboratories launches on Amazon in September 2019, but will be available for pre-order on July 15th.