By Holly O'Neill
10th Jul 2019
10th Jul 2019
Lady Gaga’s new beauty line, Haus Laboratories, will be available to preorder from July 15. Here’s what we know about it so far
On Sunday, the campaign imagery for Lady Gaga’s much-anticipated beauty line Haus Laboratories leaked online. It was the first sign that Haus Laboratories will place itself as the antithesis to FaceTune and filters, garnering praise online for appearing unretouched, complete with real, textured skin and (sadly, rarely seen) natural, wrinkled eyelids.
Last night, the Business of Fashion shared the first exclusive interview with the Grammy, Golden Globe, Academy, Billboard and CFDA Award winner.
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Haus Laboratories will be the first major beauty brand to be sold exclusively on Amazon and from September, will sell kits combining lip gloss, lip liner and all-over colour, but Gaga hinted that a full collection is coming down the line.
“Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” said Gaga to BoF, who revealed that the collection will include multi-use lip, eye and cheek products in six shade families, priced at $49 dollars, or approximately €44.
Yesterday, the first campaign video went live, featuring a diverse cast. “When we made this film, I really wanted that feeling of self-discovering and self-acceptance and really loving who you are in a way that may be completely unconventional,” said Gaga.
https://www.youtube.com/watch?v=SCM2lWePOnw
Haus Laboratories will sell from Amazon to nine countries on three continents. Whether Ireland will be one of those countries is currently unknown.
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“I have a platform in the world,” Gaga told BoF. “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.”
Sign up to be the first to know when Haus Laboratories launches at hauslabs.com.
Photography by Haus Laboratories
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