Lady Gaga is ready to introduce her hotly-anticipated beauty line to the world. The superstar has announced the imminent arrival of ‘Haus Laboratories,’ a bold cosmetics line that comes with the tagline ‘Battle For Your Life.’
As Business of Fashion reports, the brand will offer fans makeup kits containing lip gloss, lip liner and all-over colour as of September, sold exclusively around the world via Amazon.
A teaser video shot by Daniel Sannwald and posted to Gaga’s Instagram account sets a fearless tone, hinting at highly-pigmented color cosmetics that can be used in dramatic and theatrical ways to dream up creative looks. The clip explores themes of liberation and self-expression, with Gaga narrating: “We want you to love yourself.”
They are themes that carry over into a more personal post penned by the Grammy Award-winning singer and actress, in which she opens up about her personal relationship with makeup. In a caption accompanying a photo of herself rocking kaleidoscopic, metallic eyeshadow and an impossibly glossy lip, she says: “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.” After talking about the invention of ‘Lady Gaga,’ she adds: “Sometimes beauty doesn’t come naturally from within. But I’m so grateful that makeup inspired a bravery in me I didn’t know I had.”
Rumours have been flying about the existence of Haus Laboratories ever since Gaga’s company, Ate My heart Inc., filed an application to trademark the brand name “Haus Beauty,” with The United States Patent and Trademark Office back in 2018. Earlier this year she fanned the flames even further with the creation of the brand’s website, hausbeauty.com.
Haus Laboratories products will be available for pre-order from July 15 and will be launched simultaneously in 9 countries (including the U.S., the U.K., France, Germany and Japan) in September.