Lady Gaga launches her own makeup brand “Haus Laboratories” on the 15th of July. She’s the second influent singer after Rihanna to create a makeup collection. After pursuing an acting career alongside Bradley Cooper in “A star is born” for which she earned an Oscar, Lady Gaga seems to surprise us once again. The “Haus Laboratories” collection is composed of 6 liquid lipsticks, 6 lip pencils and 6 shades of liquid eyeshadow.
Lightspeed Venture Partners, that also invested in Goop and in Stitch Fix, support the release of Haus Laboratories. The brand has a team composed of 15 people, including former employees from Milk Makeup and Benefit Cosmetics. Lady Gaga’s makeup artist, Sarah Tanno is the global artistic director of Haus Laboratories while Ben Jones , a former executive from The Honest Company and Zynga is the executive director of Haus Laboratories.
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Haus Laboratories aims to carry a different and powerful message “self- love”. Indeed, Lady Gaga wants Women to stop feeling insecure, she wants Women to see themselves as the beautiful Women they are, to love themselves. She wants to help empower Women through her makeup collection. Indeed, in an instagram post, she explains that makeup helped her feel beautiful when she was younger, she didn’t feel beautiful and discovered the power of makeup. She would observe her mother putting makeup on every morning. Her mother is a strong hard worker and Gaga’s first experience with makeup consisted of helping her become as strong as her mother.
“ They say beauty is in the eye of the beholder but Haus Laboratories says Beauty is how you see yourself, your glam, your expression, your art”.
That’s how Lady Gaga presented her brand on instagram. For the launch of the brand, Lady Gaga herself even released a makeup tutorial using her products on instagram, the video was viewed over 6 million times. To celebrate the launch, the international singer had an event in West Hollywood with her family and was wearing an amazing Anouki black dress and a black feather jacket, at the forefront of the feather trend.
Texte : Estelle Rodrigues 24 juillet 2019
Each product is meant to be multi-use. Lady Gaga told Allure that she uses the lip liners all over as lipsticks, and the Glam Attack shadows can be used all over your face. However when clicking on we can see that the products are only sold in packs ( 2,3... ) but the shipping is free which is good news for her fans.