Here’s everything we know so far about Haus Laboratories, from the brand ethos to the product range and availability.
Kylie Jenner has Kylie Cosmetics. Kim Kardashian has KKW Beauty. Rihanna has Fenty Beauty. “The last thing the world needs is another beauty brand,” Lady Gaga aptly mentioned in a recent video post on Instagram – but that’s precisely what she is giving her Little Monsters and beauty enthusiasts.
The promotional video saw Gaga announcing the launch of her new cosmetic brand, Haus Laboratories, which officially opened pre-orders yesterday. Knowing the singer-songwriter though, you’d expect the brand to offer far from conventional ideals of beauty – if so, you’re right.
Here’s everything we know about the brand so far, from the brand ethos to the product range and availability.
Brand ethos
The “A Star is Born” celebrity has been a voice for authenticity and inclusivity since the start of her career, which will continue to be the case with her first independent venture. Rather than subscribing to the idea that beauty lies in the eyes of the beholder, Haus Laboratories asserts that “beauty is how you see yourself”.
“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,” she said in an interview with Business of Fashion.
Cue the brand’s campaign video featuring the superstar talking about a #battleforyourlife with beauty. She is joined by a host of gender fluid models, each with a unique approach to the concept of beauty, therein underscoring its ethos to promote self-love through self-expression.
Product range
According to the brand’s Instagram page, there will be three product lines available at launch: Glam Attack liquid eye shadows, RIP Lip Liners and Le Riot Lip Glosses. All products are made for multipurpose use – the eye shadows double as highlighters or lip toppers, and the lip liners as lipsticks, for example.
Inspired by the early days of her career at New York’s Lower East Side, the products will feature bold and transformative colours. Glitter also appears to be a common theme for the vegan and cruelty-free brand.
Availability
Haus Laboratories will be sold online, but not via major retailers like Sephora and Ulta. Instead, Gaga has chosen to build her global beauty empire exclusively on Amazon.
“There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do…they’ll be like, ‘Can you just change half of the equation?’” Gaga told BoF. “The answer is no. No deal. No message of self-acceptance, no deal.”
With that in mind, she justifies her ‘risky’ decision (since consumers would usually associate the e-commerce website with generic makeup as opposed to brands of Haus’ standing) with the free rein it gives her to develop her own brand. As creative director, she sees to product development, packaging and model casting on top of collaborating with stylists on art direction.
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The product lines are set to launch in September, but pre-orders of limited-edition kits are available starting from Amazon’s Prime Day on 15th July.
Shop the brand’s products at the official website here.
Follow Haus Laboratories (@hauslabs) and Lady Gaga (@ladygaga) on Instagram for more updates.