More Than Just Another Beauty Line: Lady Gaga’s Haus Laboratories
Lady Gaga has shown her chops in many different arenas, but the recent Academy Award winner’s latest endeavor is the launch of her beauty line, Haus Laboratories.
The makeup line is set to launch in September exclusively at Amazon, but some items were available online for pre-order on Wednesday, including the lip gloss and lip liner. She granted Amazon exclusive distribution rights because the company allowed her to brand the line around her long-running themes of self-acceptance and confidence.
According to the brand’s website, the core of the beauty line is “to spread kindness, bravery, and creativity by providing tools for self-expression and reinvention.”
In an interview with Allure, the singer talked about the emotionally transformative nature of wearing makeup. “Makeup changed my life,” she explained. “I never felt beautiful, and I still have days that I don’t feel beautiful. All of the insecurities that I’ve dealt with my whole life from being bullied when I was younger, they come right back up to bite me. Then I put makeup on, and before I know it, I feel this superhero within. It gives me those wings to fly.”
She is emphatic that her line expresses liberation and self-expression. “I have a platform in the world,” she told Business of Fashion. “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.”
The beauty line will be sold in limited edition kits. The Haus Collections will be available for $49, Shimmer Powder Duos for $36, Le Riot Gloss Duos for $32, and RIP Lip Liner Duos for $26.