Lady Gaga is the latest celebrity to venture into the world of beauty, announcing the launch of make-up line Haus Laboratories.
And following in the footsteps of other celebrity-led brands, Haus Laboratories will bypass traditional cosmetics stores to be sold online in an exclusive partnership with Amazon.
The brand will launch on global e-tailer in nine countries in September, including the UK, US, Japan, Germany and France.
Gaga first copyrighted the name Haus Beauty back in 2018, giving fans an idea that a beauty line was in the works, but she officially announced the launch of the brand on her Instagram.
“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,” she wrote. “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.”
Teaser images from Haus Laboratories are already being praised by fans for their lack of Photoshop and airbrushing. “I love how natural her skin is and how they haven’t over edited it,” wrote one fan, while another added: “She sells cosmetics, not Photoshop. Iconic.”
The range will include foundations, highlighters, eyeliners, and bronzers, and will feature bright colours and metallic hues, in typical Gaga style.
“The last thing the world needs is another beauty brand… but that’s too bad,” Gaga said of the launch. “They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself.”