Is there anything Lady Gaga can’t do?
The Oscar-winning songwriter is now trying her hand at creating her own beauty empire, Haus Laboratories.
Shying away from convention, Haus Laboratories will be the first major cosmetics brand to launch on Amazon.
While it won’t be available to own until September, you can pre-order it on July 15, 2019 - the first day of Amazon’s highly-anticipated 48-hour Prime Day 2019.
Lady Gaga dropped the promo video on Instagram yesterday and to say we’re excited would be an understatement.
Here’s everything you need to know about the new launch:
When does it launch?
It’s poised to launch exclusively on Amazon in nine countries in September 2019.
The nine countries include the UK, US, France, Germany and Japan.
It will also be available to pre-order via Haus Laboratories website from next week.
Amazon has entered into the beauty realms recently with its own skincare line, Belei, which launched in March. This is the first exclusive beauty partnership of its kind for Amazon, though.
“[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'.” Lady Gaga told The Business Of Fashion.
How much will it cost?
So far, we know that the gender-neutral line will include: multi-use colour products suitable for cheeks, lips and eyes in six shades. A kit for around £40 which contains all three products and a lipgloss for around £13.
We hear a full colour collection is also in the works, according to Business of Fashion.
What can we expect?
Lady Gaga is famed for her stance on inclusivity and the celebration of all types of beauty. Unsurprisingly, her make-up line is no different.
The images of the make-up that Lady Gaga has released so far show her signature bold make-up looks, but there has also seen some every-day looks surfacing on the Haus Laboratories Instagram page.
READ MORE: Lady Gaga’s style in pictures
As far as the industry is concerned, this launch is a “huge step forward for inclusive beauty”.
“If beauty brands want to keep ahead of the game, the future of makeup should be gender neutral, expressive and authentic,” Isa Lavahun, Head of Digital at Cosmetify said.
“I think that Lady Gaga’s new makeup line is going to hit this underdeveloped market and has a huge potential to do well. Though her reach is global and mainstream, the heart of her fanbase is LGBTQ+, who’ll welcome this collaboration with open arms.”
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