Stefani Joanne Angelina Germanotta, aka, Lady Gaga is adding another dimension to her current house – Haus Beauty, which the star trademarked in late February of this year. The name, Haus of Gaga, is used to describe and represents the team of professional creatives, that together help Gaga in fabricating her innovative and distinct style on the red carpet and on stage.
On July 15th, Lady Gaga’s new make-up and beauty line, Haus Laboratories, will give customers a sneak peak of some of their products on the official pre-order online launch. The line will be available exclusively through hauslabs.com and on amazon.com (for Prime members only).
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Strategically planned, the launch date coincides with the first Prime Day (this year it will take place on both July 15th and 16th).
Lady Gaga’s choice to partner with Amazon for her make-up line is in contrast to some other major celebrity cosmetic lines, who chose to team up with fashion retailers such as Sephora or Ulta, (Rihanna, Kat Von D, Jennifer Lopez ) or to keep the business completely in house, such as Kylie Jenner (Shopify).
Why did Gaga choose Amazon? In an interview with Business of Fashion (BoF), Gaga stated that other companies were not willing to accept all of her vision and would have wanted her to change parts of her “equation”, to which Gaga ultimately said “No deal. “No message of self-acceptance, no deal”, as she put it. She went on to say that Amazon gave her free rein in creating her brand and all she’s envisioned for it.
Lady Gaga’s brand has been synonymous with all that is unique, daring to push the norm with provocative and visually experimental choices, in both her costumes and performances. She has thrived on being “different” and at the same time champions self-acceptance and love for all: it’s no surprise that she wants her make up line to embody those qualities as well.
Lady Gaga told Business of Fashion, her new make-up line is about “inclusion” and aimed for everyone. “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.
For the the July launch, the brand will offer three distinct products : “Le Riot” lipgloss, “RIP” semi-matte lip liner and “Glam Attack” all-over liquid shimmer powder in a variety of different shade colors. Gaga and her team carefully crafted theme names for the varying shades, with a unique names like Aphrodite, Myth, Venus, Chained Ballerina, En Pointe and Corset. All of Haus Laboratories products are cruelty-free and vegan.
After pre-order launch, products will be available for purchase beginning in September on both hauslabs.com and Amazon. The line is also rumored to include a full collection in the future with additional products like foundation, perfume, highlighter, skin line, and nail polish. The kits will be available in the US, UK, France, Germany and Japan; additionally customers outside the three continents will still be able to buy through the global store.
Lady Gaga is just one celebrity amongst many that are teaming up with Amazon for Prime Day with touted “star-studded deals”. Kristen Bell – This Saves Lives (granola bars with proceeds that helps children in need), Jaden Smith – JUST Water (eco-friendly water), Hilary Duff – Cubcoats (hoodies that fold into a stuff animal), and Kobe Bryant – Art of Sport (body skincare line), to name just a few, are some of the big names Amazon has chosen to offer new collaborations and exclusive deals with to kick off one of the largest online shopping days of the year. Gaga’s Haus Laboratories will make its Amazon debut and allow Prime members the opportunity to pre-order products before the September release.
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