haus laboratories

screenshot: ig@hauslabs

Lady Gaga Beauty Line Haus Laboratories Is Live

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Jul. 10 2019, Updated 10:54 p.m. ET

Lady Gaga is finally launching her makeup line Haus Laboratories. As the official Instagram goes live, so do our hearts. Come September, the all-new makeup line will be available exclusively on Amazon, in nine countries simultaneously, including the US, the UK, Japan, France, and Germany. But for now, let’s take a look at the fabulous visuals that Gaga has bestowed upon us.

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The promotional materials feature models of all genders and races with bold and unconventional looks, staying true to the Haus Labs‘ motto: “Our Haus, Your Rules.” As Gaga shared on her personal Instagram:

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“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. […]
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. I’ve come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just Born This Way.”

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“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. […]
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. I’ve come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just Born This Way.”

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We snapped when they said, “the last thing the world needs is another beauty brand… but that’s too bad.” Because Haus Laboratories is exactly what the world needs right now, and SO much more. Gaga told Business of Fashion that she chose to launch it on Amazon because other companies couldn’t give her what she wanted.

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“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?’. 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.'”

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“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?’. 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.'”

Haus Laboratories will haus items like multi-use sticks for the eyes, lips, and cheeks, all in kits sold at $49 and available for pre-order on July 15 at 12 am PT. Join the countdown now and sign up for email newsletters on Haus Laboratories‘ official website here.

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