If you didn't think Lady Gaga could get any more iconic, think again. You've seen her in the spotlight on stage, on the movie screen in starring roles, and now, you can see her in her brand new inclusive makeup line, Haus Laboratories.
Set to launch in September 2019, the highly-anticipated makeup line is available for pre-order starting July 15. Here's 10 facts you need to know about Gaga's new makeup line.
If you're an avid Amazon lover and prime member, you're going to like what you're about to hear. Lady Gaga's new makeup line, Haus Laboratories, is the first major beauty brand to sell their products exclusively on Amazon. Even better, the beauty line will debut on Prime Day, which is the annual shopping holiday exclusive to Prime members that hands out the very best deals for customers to check out.
According to Retail Dive, Amazon has made some serious moves into the world of beauty recently. "The e-commerce giant just last month announced the launch of its professional beauty store, a direct shot at players like Sally Beauty, and in March the retailer announced a skin care private label in the space," (Retail Dive).
With a high-status, ultra-popular celebrity like Lady Gaga, Amazon is sure to not only have aid for more market share in the space, but also being legitimized as a platform for launching new brands.
Even if you don't know much about Gaga, you'd know that she is fiercely, unapologetically herself. In fact, so much so that she made it her mission to channel individuality and inclusiveness into her new line, making the slogan, "Our haus, your rules." Included in the line will be multi-use color products for cheeks, eyes, and lips in six shades.
In an interview with Business of Fashion, Gaga expressed the importance of expression and inclusively being woven into the beauty line. "No message of self-acceptance, no deal. 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," said Lady Gaga.
“They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself,” says Lady Gaga in her video. “Your glam, your expression, your artistry. We want you to love yourself. Our house, your rules," she says at the end of her promotional video.
Back in 2018, suspicion struck the Monsters fandom when a mysterious website attached to Gaga arrived: HausBeauty.com. Quickly, word spread and Monsters suspected their Mother Monster to launch a clothing line, skincare line, or even a makeup line. A year later, suspicions were confirmed when Gaga posted this photo to Instagram, introducing Haus Laboratories to the world.
"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," Gaga captioned part of the post.
This post quickly racked up nearly 3 million likes, making it clear that this is exactly what beauty and Gaga lovers across the nation were craving. Along with the photo, Gaga posted a promotional video featuring herself and several diverse models, dancing in intense, glittery makeup that nailed the idea of free expression.
“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,” Gaga ends the post.
Initially known for her out-of-the-box, over-the-top looks, Lady Gaga has made her mark in the world of fashion. To Gaga, the use of color is of utmost importance. "Color is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” Lady Gaga shared in an interview with The Business of Fashion.
In that same interview, Gaga revealed that when she was just starting out, she used drugstore products that were full of color. Her love for color is proudly displayed in her promotional video of her and several diverse models wearing gold painted faces, colorful glitter, and brightly colored eye shadow.
While only six shades of products for cheeks, eyes, and lips releases July 15, a full color collection is on its way and is sure to compliment and celebrate beauty in all its forms.
Recently in the beauty community, brands being cruelty-free and vegan is of the utmost importance. When a brand is cruelty-free, it means that their products aren't tested on animals. Most of the time, just because a brand is cruelty-free, it doesn't mean that the ingredients are animal-ingredient free.
But for Gaga's new beauty line, it checks off both on the list. That's right, Haus Laboratories is completely cruelty-free and vegan, as it revealed in a post on Twitter. Promoting inclusivity, individuality, and using cruelty-free and vegan products? There's a lot to love about this mogul's new makeup line.
When Haus Laboratories launches, customers will have the choice of purchasing multi-use color products for cheeks, eyes, and lips in six shades. All three products will be for sale in a bundle kit priced at $49, and lip glosses will be sold separately at $16 each. The beauty line will be sold in 9 countries and will soon release a full color collection.
Sarah Tanno, Lady Gaga's official makeup artist, does her makeup for every single show, red carpet event, and magazine shoot. Working for Gaga since 2009, Tanno started off doing the makeup of everyone else on stage but Gaga herself. After a few years, she worked her way up to doing Gaga's day to day makeup.
Lady Gaga named Tanno the artistic director of Haus Laboratories, taking 1 spot out of the 15 that makes up the team. In an Instagram post, Tanno shared her gratitude for the brand announcement.
"To do this with my best friend and my muse has been one of the most gratifying experiences. I hope you all feel very empowered by what we have created and love yourself," wrote Tanno.
In Gaga's new makeup line, all of the products are not only versatile and blendable, but they're also designed to be worn either alone, together, or layered in order to give you creative freedom.
According to the Amazon page, the brand's mission is to give creative freedom to its customers. "Choose your HAUS of Collection to get inspired and create your own persona. We curated each collection to give you the tools so you can be the artist of your own identity. HAUS of Collections include Glam Attack All-Over Liquid Shimmer Powder, RIP Lip Liner, Le Riot Lip Gloss, and a reusable clutch.
In the newest release of Haus Laboratories, there are six different collections offered. There's Haus of Chained Ballerina, Haus of Goddess, Haus of Dynasty, Haus of Metal Head, Haus of Rockstar, and Haus of Rose B*tch. Contained in each collection are 3 pieces: an all-over color, a lip gloss, and a lip liner. Each collection is available on Amazon for an affordable price of $49.00!
In each kit that's sold by Haus Laboratories, there is a "Glam Attack All-Over Liquid Shimmer Powder", a "Le Riot Lip Gloss", and a "Rip Lip Liner". In the product description of the Glam Attack, it says it is a "highly pigmented, longwearing, all-over color amplifier," according to the website. With this product you get electrifying pigment with a shade-shifting shimmer that's completely "everything-proof" and "fall-out free".
With the lip gloss in the kit, it's mentioned that it's an "ultra high-shine, multidimensional lip gloss" that gives off a mirror-like finish that allows you to wear it completely alone or layer it with other products. Lastly, the Rip Lip Liner is a "creamy, demi-matte, highly pigmented pencil" that gives you the versatility, texture, and comfort of a lipstick with a one-stroke, opaque application. Overall, these kits sound like they're worth every penny for the low price of $49.00.