Musician, actor, and now makeup brand owner are all titles Stefani Joanne Angelina Germanotta, better known as Lady Gaga, now has under her belt. Speaking to Rachel Strugatz at the Business of Fashion (BoF), Lady Gaga opened up about her new business venture, Haus Laboratories. The brand will be available for preorder from July 15th, and general sales will begin sometime in September.
Haus Laboratories will sell kits combining lipgloss, lip liner and ‘all-over colour’. Gaga describes drawing information from her early days of being an ‘aspiring singer in lower Manhattan’, where she would use drugstore makeup to form what would become her signature look.
“They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself.”
Lady Gaga has taken an unconventional approach to Haus Laboratories, choosing to launch it on Amazon instead of independently, like Kylie Jenner’s Kylie Cosemetics, or through an established makeup retailer, like Rihanna’s Fenty Beauty through Harvey Nichols in the UK and Sephora in the US, Asia and Europe.
Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon, becoming available in nine countries across three continents simultaneously, including,the UK, US, France and Germany.
The makeup collection will be available on Amazon Prime (Amazon’s shipping service where you pay annually or monthly for unlimited delivery), so consumers will also be able to save on postage and packaging!
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