SHE’s the unconventional Oscar winner, actress, singer and world-renowned songwriter that was doubted by her high school peers as a youngster.
But Lady Gaga has proven time and time again that she’s a woman of many talents – and she’s not about to stop any time soon.
The megastar is now in the process of releasing her very own line of cosmetics, Haus Laboratories, on Amazon this September.
And she’s already been exciting fans by teasing some of the sultry products on Instagram using the hashtags #hausbeauty and #hausofgaga.
In an exclusive interview with Business of Fashion, the singer revealed that the collection will include makeup kits that combine lip gloss, lip liner, and all-over colour.
She hopes her brand will be the antithesis of the filtered, Facetuned world created by social media.
“Colour is completely transformative,” she tells the site. “It’s powerful, it’s beautiful, and it’s how I found my voice with makeup.”
The deal means Lady Gaga’s first business venture will have a global reach from the outset.
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.
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.
Amazon will launch Haus exclusively and simultaneously in nine countries in September.
They will include the UK, the US, Japan, France and Germany.
The product line, she said, is aimed at everyone. “They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself.” Ultimately, the success or failure of Haus has more to do with the conversation around the brand, rather than any individual product.
“I have a platform in the world,” Gaga continues. “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.”