Lady Gaga is officially launching a makeup brand called Haus Laboratories
Over the years we’ve witnessed celeb after celeb come out with their own beauty brands, so the last thing the world needs is another makeup line, right? But as the pop icon announced via a video posted to her Instagram account on Tuesday, Lady Gaga's new brand – called Haus Laboratories – is different than what has come before.
"They say beauty is in the eye of the beholder. But at Haus Laboratories, we say beauty is how you see yourself,” Gaga revealed in the video, which features models wearing grungy, metallic makeup – a hint at what’s to come when the collection launches in September.
In a separate, heartfelt Instagram post, the singer revealed why she is venturing into the beauty space.
“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,” the caption reads.
“Sometimes beauty doesn't come naturally from within,” she continues. “But I'm so grateful that makeup inspired a bravery in me I didn't know I had.”
Speaking to Business of Fashion, Gaga explained how Haus Laboratories will embody inclusivity and authenticity, just as she has throughout her entire career. “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.”
While details are slim on the specific products being launched, in the interview with BoF, Gaga said the line would include several makeup kits filled with multipurpose formulas for the eyes, cheeks and lips, as well as a lip gloss. And how much will they cost? It looks like the price point will be lower than prestige labels, but higher than beauty offerings currently sold on Amazon.
Haus Laboratories launches exclusively on Amazon this September, with pre-orders starting July 15.
Main image: Haus Laboratories
Are you excited for Lady Gaga’s beauty brand? What type of products are you hoping for?