• Annex Team

Lady Gaga's New Beauty Line - Haus Laboratories

Updated: Dec 6, 2019

By: Rebecca Brando, September 21, 2019

Lady Gaga’s beauty line, Haus Laboratories, officially launched this week. The collection and individual products were first announced early this summer, on Amazon Prime Day (July 15th, 2019), offering fans the opportunity to pre-order the line from all over the world. The first unveiled products included six Gaga curated makeup kits, each priced at $49 USD: Haus of Rose B**ch, Haus of Goddess, Haus of Chained Ballerina, Haus of Metal Head, Haus of Rockstar, and Haus of Dynasty.

In addition to the collections are four individual products offered in six shades - Glam Attack, a liquid-to-powder glitter eyeshadow that claims to have zero fall-out; RIP Lip Liners, a creamy demi-matte and waterproof lip liner; and Le Riot Glosses, a multidimensional gel lip gloss.

To celebrate the official launch of Haus Laboratories this week, Gaga dropped new products including: Liquid Eye-Lie-Ner, a deep black matte eyeliner; Gaga’s Armor Wingtips; reusable eyeliner decals that give you the perfect cat eye in seconds; and No.1 Face Masque Armor, another, face decal that delivers major eye candy that looks similar to a lace masquerade eye mask. Mask Armour No.1 is Haus Laboratories first collaboration with Phyllis Cohen at Face Lace. Sarah Tanno, Gaga’s makeup artist and Haus Global Art Director, has been using Face Lace's quick-change eye stickers on Gaga for years to create her iconic onstage looks in a flash.

According to the Business of Fashion, Haus Laboratories, is Lady Gaga’s first independent business venture. Gaga chose Amazon as her exclusive retail partner instead of beauty retail giants, Sephora or Ulta, because of Amazon's massive global distribution network and the advantage of one-day and two-day shipping. Amazon sweetened the deal by offering her full freedom to build her brand messaging of self-acceptance and confidence.

Lady Gaga posted this open message to her Instagram Account:

Haus Laboratories is the first major cosmetic label launched and exclusively sold by Amazon. Prices range from $16 to $49. Available now at Amazon and Haus Laboratories.com.

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