Haus Laboratories will roll out across nine countries in September, with pre-orders to kick off July 15 on Amazon.
Lady Gaga has selected Amazon for the launch of her own upcoming beauty brand, called Haus Laboratories.
“The last thing the world needs is another beauty brand… but that’s too bad,” the highly rated American singer-songwriter said in an official video teaser for the brand.
Lady Gaga, known for her glamorous — and oftentimes eccentric — makeup, is joining the likes of other celebrities and musicians with their own cosmetic brands. The most notable is Rihanna with her Fenty makeup brand, which made her the world’s wealthiest female musician according to Forbes. Rihanna recently teamed up with LVMH, the parent company of luxury brand Louis Vuitton for her own fashion label.
As for Lady Gaga, the pop star told Business of Fashion in an interview that the 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 singer told the magazine that she previously rejected previous offers by other companies that want her to be in line with what they do because their proposals have “no message of acceptance.”
Haus Laboratories will have sleek matte black packaging, reminiscent of Lady Gaga’s usual themes for her music videos, swaying away from the usual pink girly vibes that makeup brands are usually marketed.
BOF said Lady Gaga, whose real name is Stefani Germanotta, discovered herself through makeup, vintage shopping and a sub-culture of local artists in New York. Before rising to fame, Lady Gaga used drugstore makeup and Mac cosmetics.
Haus Laboratories will have beauty products for cheeks, eyes and lips in six different shades. The kits will reportedly contain all three products priced at $49. Lady Gaga also hinted at launching a full color collection soon. The brand’s lip gloss will cost $16 when sold separately.
Amazon plans to launch Haus Laboratories simultaneously in nine countries on three continents, including the U.S., France and Japan, in September. Pre-orders will kick off July 15.
“We’re making these beauty products available at the exact same time to everybody globally through the online channels,” Nicole Quinn, partner at Lightspeed, told BOF.
Meanwhile, Amazon Beauty head Nico Le Bourgeois reportedly said that the company is not concerned with the price point. “The quality of the product is going to be absolutely outstanding so, from that perspective… it’s going to be a great deal for customers.”
The artist’s makeup brand follows her perfume line called “Lady Gaga Fame” with Covergirl parent Coty.
