Pure Beauty

Lady Gaga's long-awaited beauty line is almost here

By Becky Bargh | Published: 10-Jul-2019

Branded Haus Laboratories, the Oscar winner's brand will launch worldwide with online retail giant Amazon

Lady Gaga made history earlier this year after winning an Oscar, Grammy, BAFTA and Golden Globe in the same year.

Now, the Poker Face singer is taking her empire to new beauty heights with the launch of her first own-brand cosmetics range, and she’s taking its worldwide.

Branded Haus Laboratories, the line-up is said to include lip glosses, lip liners as well as other colour cosmetic products, according to The Business of Fashion.

Speaking to the publication, the US-native said: “Colour is completely transformative - it’s powerful, it’s beautiful and it’s how I found my voice with make-up.”

Now, consumers will be concerned with where they can shop the products, but unlike other celebrity beauty brands, such as Fenty Beauty and Kylie Cosmetics, the star has opted to sell her products in an exclusive retail deal with online marketplace Amazon.

The Business of Fashion reported the e-commerce giant plans to launch the products across nine countries on three continents, including the US, France and Germany from September.

This is Amazon’s first exclusive beauty deal as the retailer has been working hard to cement its place within the sector.

Earlier this year it introduced its first-ever dedicated skin care line and signed a retail deal with 3ina and Topshop for its colour cosmetics lines.

Meanwhile, Gaga said she chose Amazon as her exclusive partner because it allowed her to build the brand her way, with the message of self-acceptance and confidence.

She said: “There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line what they do … they’ll be like, ‘Can you just change half of the equation?’

“The answer is no. No deal. No message of 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,’”

The brand received financial backing from Lightspeed Ventures, which also invested in Gwyneth Paltrow’s beauty brand, goop.

Customers will be able to pre-order Haus Laboratories’ products from 15 July.

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