“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 last thing the world needs is another beauty brand, but that’s too bad,” says Lady Gaga in a video posted today on her Instagram account, announcing the long-awaited drop of her makeup line, Haus Laboratories. “They say beauty is in the eye of the beholder. But at Haus Laboratories, we say beauty is how you see yourself.” The video features the superstar dancing with a crowd of downtown-cool models of various gender expressions wearing metallic makeup looks.
Rumours about Gaga’s line have been swirling for months—the latest being leaked photos over the weekend that indicate visuals may or may not be Photoshop-free—but today Little Monsters are finally getting some answers. In addition to the campaign video, Gaga revealed to Business of Fashion that her line would be called Haus Laboratories, not Haus Beauty as many fans had suspected.
Fans will be able to get the line with two-day shipping, as it will be the first major beauty brand to launch exclusively on Amazon, which Gaga credits with giving her full creative control. The products will also be available on Haus Labs’ own website when the line launches in September.
We have limited details on the products themselves, but from the video we’re guessing there will be glitter involved. There are definitely lip glosses, which will retail for $16, lip colours, and all-over colours in six shades according to Business of Fashion. Kits of all three products will be available for $49, and all the products will be available for pre-order starting on Amazon Prime Day, July 15.
While we might still be guessing when it comes to actual product, Gaga’s messaging is extremely clear: This is not your typical beauty line, this is about 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.”
Makeup has always been an outlet for Gaga—it allowed her to transform from Stefani Germanotta into the superstar we know and love today. And in an Instagram post announcing the line, Gaga shared a heartfelt note about the role makeup has played in her life. It reads:
“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. It was then that I invented Lady Gaga. I found the superhero within me by looking in the mirror and seeing who I wanted to be. 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.”
We’ll obviously update this post as we learn more. September can’t come soon enough.