Lady Gaga fans may remember buzz surrounding a mysterious website attached to the pop star back in 2018: HausBeauty.com. At the time, Monsters surmised their mother to be launching a clothing line, skincare, perhaps a makeup collection.
“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.
I remember watching my mother put her makeup on every morning, basking in the glow of her power to put on her bravest face as the hard working woman she was. I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true,” Gaga captioned the photo.
And with that, she introduced Haus Laboratories to the world, an inclusive makeup line born out of the fierce individuality and inclusivity Gaga embodies.
“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,” Gaga ends the post.
Along with the photo and heartfelt caption detailing the reason Gaga was first drawn to makeup, the singer also posted a promo video that features herself and a diverse set of models dancing in glittery, distinctly expressive makeup.
“Our haus, your rules.”
The Haus Lab details
According to Business of Fashion, the line is set to launch in September and will be available for pre-order starting July 15. It will include multi-use color products for cheeks, eyes, and lips in six shades. A kit containing all three products will be available for $49. Lip gloss is $16 and sold separately. Down the road, a full-color collection will be available.
Haus Laboratories will be sold exclusively on Amazon (the first major beauty brand to do so) and will launch in nine countries.
So far, the team is comprised of 15 people, including Milk Makeup and Benefit Cosmetics alums. The Haus Labs’ global artistry director is Sarah Tanno, Gaga’s longtime personal makeup artist who previously worked as Marc Jacobs Beauty’s global artistry ambassador.
“To do this with my best friend and my muse has been one of the most gratifying experiences,” Tanno wrote on Instagram. “I hope you all feel very empowered by what we have created and love yourself. Art is subjective, it’s how you see yourself.”
Inclusivity and empowerment are Lady Gaga’s main drives for Haus Laboratories
As plainly seen in Gaga’s promotional video, Haus Laboratories is, above all else, about expression and inclusivity.
“No message of self-acceptance, no deal,” she told BoF. “I have a platform in the world. 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.”