There's no shortage of celebrity beauty brands out there. Kim Kardashian-West has KKW Beauty, Kylie Jenner has Kylie Cosmetics, Rihanna has Fenty Beauty, Miranda Kerr has Kora Organics, Jessica Alba has Honest Beauty, and so on. Even Victoria Beckham is getting into the beauty business (she recently announced that she, too, will be launching her own namesake beauty line, Victoria Beckham Beauty, during London Fashion Week in September).
With so many celebrity-backed brands out there, you would think the beauty industry would be fully saturated, leaving no room for new ones to rise up in rank, but you'd be wrong. Lady Gaga is launching her own debut beauty brand, Haus Laboratories, this fall (although she's giving fans an opportunity to pre-order her products beginning on Amazon Prime Day...but more on that later). As she put it, in the brand's first promotional video, "the last thing the world needs is another beauty brand, but that's too bad." Keep scrolling to learn everything we know about Haus Laboratories, plus, get your first look at the products.
The promo video, which Gaga posted on Instagram yesterday, features herself along with a group of men and women wearing a variety bold makeup looks. There's a lot of glitter and a lot of graphic shapes involved. The products, it seems, are suitable for creating the eye-catching makeup looks worn by an edgy pop star (just like Gaga).
"They say beauty's in the eye of the beholder, but at Haus Laboratories, we say beauty's how you see yourself. Your glam. Your expression. Your artistry." Our house, your rules," she says, before ending with, "Haus Laboratories: battle for your life." (The last part is the brand's tagline).
The message of the brand seems to be an inclusive and encouraging call for confidence and self-expression, but in a subsequent Instagram post, Gaga revealed that she never felt beautiful growing up. In fact, her insecurity was responsible for the "invention" of Lady Gaga.
"When I was young, I never felt beautiful," she wrote in an Instagram caption. "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."
Clearly, Gaga feels strongly about this brand and the gravity of makeup as a tool for self-expression. As such, she's super involved in everything from the formulas of the products, the image of the brand, and the casting of the models. As she explained it in another Instagram post, Haus Laboratories was a total passion project for her—not simply another beauty brand.
"Between developing formulas, mixing the shades, designing the packaging and components, as well as casting the models and collaborating on styling, direction, and being the creative director, pulling all-nighters making boards that showed all our imagery and art—this launch is so very special to me," she wrote. "This is a labor of love and passion to be the Warhol of an artist I’ve always wanted to be. I love everyone who works w/ me @hauslabs we are a family on a mission: to inspire bravery, inspire a positive community that breeds self-acceptance."
"We want you to see you as you see yourself. Thank you for going on this journey with me. This isn’t just makeup. It’s a battle. A battle for your life. And I hope this makeup inspires you as much as makeup did when I fell in love with it and it helped me discover myself. I love you. We want you to love yourself."
According to Allure, she will release three different products that will come in six separate shades each. There's the RIP Lip Liner, the Le Riot Lip Gloss, and a liquid-to-powder shimmer, which is called Glam Attack. Gaga will sell these products in groups of two and three on the Haus Laboratories website and on Amazon (the point is that selling them on Amazon makes them more accessible to people worldwide). They will be available to preorder (in sets of two and three) beginning July 15, which is Amazon Prime Day, starting at 3 a.m. ET. If you preorder the products, you'll have to wait until September for them to ship, since that's the official brand launch date.
The products were created to perform, offering full pigment without that annoying fall-out, running, or flaking that accompanies other products. With that being said, perfection isn't the goal—not in the slightest. "We're living in a time when some people are applying their makeup and still feeling extremely insecure because maybe they didn't get their contour perfectly. Maybe they didn't get that lip line just right. Maybe they didn't blend it properly. These are all things that I just want to explode and completely revolt against," she told Allure.
Look out for Haus Laboratories preorder event on July 15. Also be sure to subscribe to the Haus Laboratories website to receive future notifications and updates. After that, you'll just have to wait until September...in the meantime, check out the big way in which Sephora just updated its clean beauty standards.