“Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” the singer said, though she hinted that a full collection is on the way.
The singer and actress has long positioned herself as the embodiment of authenticity and inclusivity, traits consumers have come to demand from new beauty brands, whether it’s launching with 40 shades of foundation or crowdsourcing ideas from Instagram. Haus Laboratories is set up to be the opposite of the filtered, Facetuned brand of “authenticity” spawned by the Instagram era.
Lady Gaga has immense ambitions for her brand, which marks her first independent business venture. Her end goal of building a global cosmetics empire is clear from her choice of retail partners: Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon.
The e-commerce giant plans to launch Lady Gaga’s kits simultaneously in nine countries on three continents, including the US, France and Germany, where customers can take advantage of Amazon’s one-day and two-day shipping. Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store.