As Lady Gaga says in the launch video for her highly-anticipated beauty line, “the last thing the world needs is another beauty brand.” It’s safe to say the beauty world is more saturated than ever, but Gaga’s determined to carve out her own space in it. In true apologetic Gaga fashion, she adds to the sentiment: “…but that’s too bad.”
Yesterday, the 33-year-old singer, Oscar winner, and activist finally announced her makeup brand, Haus Laboratories. As to be expected, the items look bold, colorful, and anything but subtle (just like Gaga herself). The products will drop in September 2019, marking it as the first major beauty brand to be sold exclusively on Amazon. That basically means that in addition to 2-day shipping for customers, Gaga gets full creative control over the company.
And she’s certainly planning on doing things her way. “I have a platform in the world,” Gaga told Business of Fashion. “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.”
We don’t have to scoop on the exact products yet, but Business of Fashion reports that fans can expect $16 lip glosses, as well as lip colors and allover colors in six shades (kits of all three products will be retail at $49).
Gaga also posted a follow-up message, explaining her heartfelt reasoning behind the launch. “When I was young, I never felt beautiful,” she caption a photo of herself wearing what we can only assume are products from the line. “And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup.”
She then goes on to say that through makeup, she invented the persona of Lady Gaga and “found the superhero” within herself. “I’ve come to accept that I discovered my beauty by having the ability to invent myself and transform,” she closes the message. “They said I was just weird, but really, I was just Born This Way. Love, Lady Gaga.”
Though Gaga’s line will officially launch in September, you can pre-order here starting on July 15.