Lady Gaga is coming for your cosmetics bag.
Following in Kylie Jenner and Rihanna’s footsteps, the pop star, 33, announced on Tuesday that she will be launching a beauty brand of her own called Haus Labs, sharing a new campaign video on her social media platforms featuring a few otherworldly looks created with the upcoming products.
But unlike the celebs-turned-beauty impresarios before her who built their empires solo, Gaga is teaming up exclusively with Amazon to sell her collection.
The products, set to hit the market in September, will be available for pre-order beginning July 15 and include multi-use items for cheeks, eyes and lips in six shade families, with kits containing all three products priced at $49.
“There are companies that see me, what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do and they’re worried about alienating consumers … They’ll be like, ‘Can you just change half of the equation?’ (which for me is the entire equation) so that we can ‘do a deal,’” the “Born This Way” singer told Business of Fashion.
“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.’”
And while the packaging for Gaga’s makeup is all matte black, expect a rainbow of shades from the products themselves: “Color is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” she said. “I discovered myself, but also other people discovered me, for me, through the way that I was expressing myself.”
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