Lady Gaga is the latest star to launch her very own beauty brand. But, in trademark form, she’s doing so in a unique manner.
In a newly unleashed trailer for the company Haus Laboratories, the singer acknowledges:
“The last thing the world needs is another beauty brand, but that’s too bad!”
Details on her ambitious move below…
According BoF, Haus Labs draws inspiration from Gaga’s early days as an aspiring singer in lower Manhattan, applying drugstore makeup to form what would become her signature look.
Ever marching to the beat of her own drum, Mother Monster is making her point of difference over other ventures by teaming exclusively with online retail giant Amazon. Thus, effectively rendering her range globally available from the get-go.
It’ll launch this September with over 40 shades of foundation and will be comprised of kits combining lip gloss, lip liner and all-over colour.
The Amazon route, which sees her do-away with the traditional in-store retail model embraced by the likes of Rihanna’s Fenty Beauty, is being hailed as risky, but bold. Especially if it pays off.
On the one hand, Amazon isn’t a juggernaut in cosmetics, but at the same is Amazon – with the vastest of reach and resources. This being their first of such a partnership essentially sees both parties hyper-incentivised to ensure it’s a success.
As for roll-out plans:
Amazon plans to launch Lady Gaga’s kits simultaneously in nine countries on three continents, including the US, France and Germany, where customers can take advantage of Amazon’s one-day and two-day shipping. Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store.
For Gaga, Haus Labs sees her extend her long-established message of self-acceptance and inclusivity. Something the Daniel Sannwald lensed launch video (above) highlights and something she expanded on saying:
“Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup
There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do … they’ll be like, ‘Can you just change half of the equation?’ The answer is no. No deal. No message of self-acceptance, no deal. This [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.’”
Though billing her business as a “start-up,” Gaga has pieced together a team of 15 strong; included are beauty industry veterans, investors, and a key figure behind hugely successful mobile game Farmville.
Of Haus Labs, Gaga – a Grammy and Oscar winner – concluded:
“Look, you might want to look like the DuPont twins. You might want to look like Erin or Kitty… Or you might want to, oh my gosh, look like you. And that’s the nut that I really want to crack. 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.”
Major!
A star is born made me like her more. I wish she wasn’t so gimmicky in real life.
She is so ugly. This ain’t got nothing on Fenty Beauty. Ain’t nobody trying to look like a horse.
LMAO! She really is incredibly UNATTRACTIVE.
I do not think BEAUTY and imagine Gaga’s puzzle piece face.
She is extremely talented, but does not deserve to have a makeup line imagined in her image or less than pretty likeness.
EWW.
Copying Rihanna. Ur late gaga.
Right tho! ???
Well we know when Gaga first came in the scene she was eccentric and stood tf out…makeup wardrobe everything. It’s inky right that she goes this route. She should’ve a long time ago. It’ll do well despite naysayers
Fake Jasmine why u wanna be dude?
Are you dumb? Are you the only Jasmine in the world? D a m n idiot
I’m the ONLY f.ucking Jasmine on this site u sissy! Why are u copying my username? I’ve been commenting on TGJ since the very beginning so respect is due and u cannot steal my username. I am going to come for u everytime I catch u pretending to be a Jasmine. Get a new username Jermaine.
https://thatgrapejuice.net/2010/03/trinas-amazin-album-cover/
Rihanna > Gaga
That June’s Diary performance was nice; however, it’s long past time for it to come down.
OK!!! Honestly tired of seeing them on the screen every time I wanna turn the page. lol
Gaga once again showing she is a power house hold name
I have a feeling this will be successful in it’s own right. Sort of like a discount version of Fenty Beauty for white women and q**** folk.
It’s going to sell because gaga has a huge fan base…mostly the gays
I don’t see what does rihanna has to do with this post
I don’t wear makeup…so none of these bishes getting my money..
It’s not hurting their pockets
Why is everybody pressed mentioning Riri? That woman is doing just perfectly fine. She getting her coins. Let’s allow more women to make more money. You guys always wanna make room just for 1 person when multiple can exist. Gaga’s line WILL be successful because of her big following. She released a movie and the fans went to see it. She released a perfume : it sold well. The makeup is gonna do great for the gays/ drag shows/ LGBT. I already see it! Different target audience than Rihanna.
REGARDLESS, she needs to stay in her lane & not copy the genius that is Rihanna’s FENTY BEAUTY line.
I’m so tired of these pop stars being granted anartistic license to do ANYTHING they see the next one already tapping into.
Rihanna deserves her platform — for she truly IS a very beautiful woman with amazing presence & style.
Women want to look like Rihanna.
Straight women do not want to look like Gaga… facially.
STRAIGHT women might not want to look like Gaga but a lot of us Gays/ LGBTQ/ trans women and q**** do. now move along loser
and also she didn’t copy Rihanna, if that is the case Rihanna copied Kylie Jenner who had her makeup line before her. you sound dumb
Ok ms gaga https://youtu.be/oMp58oVociw
From the commercial it looks like all the clothes are just S&M costumes for a gay circuit party. I’ll pass.
Liberation? Sucking on finger?
How very Xtina of Gaga.
While goths and drag queen debutants should like this, enough self-acceptance + inclusivity messages for $.
The gays, trans and other people who live alternative lifestyles will love This. Don’t see it becoming mainstream like Fenty beauty though.
Gaga’s audience has always been different than that of Rihanna and Kylie Jenner.. all 3 women have different fan bases