Lady Gaga has officially unveiled plans to launch her own beauty brand in an exclusive partnership with bosses at online retail giant Amazon.
The Born This Way hitmaker, who is known for her flamboyant looks, was first rumored to be entering the cosmetics industry last year 2018, and on Tuesday, July 9, 2019, Gaga debuted her first promo video for Haus Laboratories on social media.
In the campaign footage, called Our Haus. Your Rules, the pop superstar declares: “The last thing the world needs is another beauty brand. But that’s too bad. They say beauty is in the eye of the beholder, but at Haus Laboratories, we say beauty is how you see yourself.”
Explaining her decision to partner with Amazon, she tells The Business of Fashion in a statement: “There are companies that see me, what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do and they’re worried about alienating consumers… They’ll be like, ‘Can you just change half of the equation?’ (which for me is the entire equation) so that we can ‘do a deal’.
“The answer is no. No deal. No message of self-acceptance, no deal. This (deal with Amazon) was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty.'”
The products set to hit the market in September 2019 include multi-use items designed for cheeks, eyes, and lips, with the first collection made available in six shade groups.
“Color is completely transformative – it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” she shares. “I discovered myself, but also other people discovered me, for me, through the way that I was expressing myself.”
Fans will be able to pre-order the Haus Laboratories range from Monday, July 15, 2019, with kits featuring a trio of products priced at $49.