These days, celebrity-owned beauty and skincare brands seem to be a dime a dozen. With options like KKW BEAUTY, Kylie Cosmetics, Fenty Beauty, and IMAN Cosmetics, just to name a few, it seems like the last thing we need is a new beauty line. In fact, some would say that the cosmetic market is oversaturated with celebrities showcasing their own take on makeup and skincare, but Lady Gaga isn’t letting that stop her from putting her own unique flare into a beauty line – Haus Laboratories.
A major distinguishing factor of Gaga’s beauty line is its accessibility. It will not only be available on hauslabs.com but also on Amazon. This marks the first time a major beauty brand has launched on the goliath-sized e-commerce platform. So, buyers will have the option to order via Amazon Prime and have the Haus products in their hands within one to two business days. Additionally, all orders from hauslabs.com have free international shipping! According to Gaga, “Just like with my music, I wanted everyone to have access to it.” This is a big win for the beauty industry, as even some of the best makeup brands are often confined to be sold within department stores like Sephora or Ulta, which are not necessarily available to everyone internationally without heavy shipping and handling fees.
Above all, Haus Laboratories aims to inspire creativity, self-love, and individuality. It’s so easy to get caught up in the Instagram-worthy makeup looks—the perfectly shaped eyebrows and winged eyeliner, the precise contour and airbrushed photo finish. Makeup is a skill that doesn’t come naturally to everyone, and that is totally okay! The ill-faded Instagram “perfection” is intimidating for me as a makeup artist, let alone someone who just wants to start experimenting with makeup. What if my contour isn’t perfect or my lips aren’t perfectly and symmetrically lined? Should that disqualify me from using makeup to express myself? This often unattainable perfection is what Gaga is rebelling against, “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.”
The passion to rebel against society’s idea of perfection and to promote self-love through makeup stems from Gaga’s own story. In her own words, makeup changed the pop star’s life at a young age. Dealing with poor body image in addition to insecurities resulting from constant bullying, Gaga found her inner strength and beauty when she started experimenting with makeup. She even attributes the power of makeup to the development of her persona as Lady Gaga altogether; “It means so much to me…the power of makeup to change how you feel when you’re at your lowest.”
Because Gaga wants her makeup line to be accessible to everyone, her initial release will include products that are incredibly versatile by design. Each product will be available in duos or in sets of three different products – RIP lip liner, Le Riot lip gloss, and Glam Attack liquid-to-powder eyeshadow. Gaga confirms the versatile aspect of these items, stating that she loves using the RIP lip liner as an all-over lipstick and that the Glam Attack shimmer shadows, with their multi-purpose applicators, can also be used as a lip pigment and a highlighter. Additionally, the Le Riot lip glosses are ultra-pigmented and hydrating, and beyond their easy lip application, you can use a touch of gloss on your eyelids to add some shimmer and dimension to your overall look. Even better, each collection is also designed to flawlessly mix and match with the other collections, creating endless possibilities to express yourself through makeup. To top it off, Haus Laboratories is totally vegan and cruelty-free!