These days, celebrity-owned beauty companies are a dime a dozen, but Lady Gaga doesn't really care. Kylie Jenner, Gwyneth Paltrow, and even Rihanna have all built their respective beauty empires; now, it's finally Gaga's turn. On Tuesday afternoon, the "Shallow" singer confirmed once and for all that she's launching her own makeup brand — and it will be available for pre-order just in time for Amazon Prime Day.
Rumours of Gaga's beauty brand began to circulate last February, after official documents were filed by the singer's company, trademarking the name Haus Beauty for what appeared to be a cosmetics line. According to the trademark details, Haus Beauty would include a long list of potential products and services, like foundations, lipsticks, and eyeliners.
But, celebrities file trademarks all the time, and Gaga was radio silent about every rumour that surfaced regarding Haus Beauty — including the elusive campaign images that leaked last week. Then, Gaga dropped an official campaign video to her Haus Laboratories YouTube channel on July 9, and all the gossip became a sparkling reality.
In addition to the surprise video drop, Gaga (née Stefani Germanotta) shared a photo on Instagram, announcing the brand — which is called Haus Laboratories, not Haus Beauty — and explaining how her latest venture connects to her pop persona as Gaga. "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," she wrote. "I then began to experiment with makeup... 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."
On Wednesday afternoon, Gaga followed up her heartfelt Instagram post with a behind-the-scenes look at the process behind launching Haus Laboratories, including the above campaign video featuring Gaga and a beautifully diverse cast of models. She accompanied the clip with a caption expressing thanks to her fans and her team that made it all happen:
"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 ."
Haus Laboratories will be available this September, and while an exact launch date has yet to be confirmed, you can pre-order the products on Amazon or Haus Labs starting on Amazon Prime Day, which runs from 12 a.m. PST on Monday, July 15, through 11:59 p.m. PST on Tuesday, July 16 (while supplies last).
As for the products themselves, Gaga is starting with six curated makeup kits, each priced at $65: Haus of Chained Ballerina, Haus of Goddess, Haus of Rose B*tch, Haus of Rockstar, Haus of Dynasty, and Haus of Metal Head. Each collection features Glam Attack, which Gaga described to Allure as as liquid shimmer powder that you can use all over your face. There's also RIP Lip Liner, a demi-matte and waterproof formula named because it's "to die for," Gaga told Allure. Finally, each kit features a Le Riot Lip Gloss, a multi-dimensional gloss in varying finishes that can be worn alone or layered as a lipstick topper.