According to Business of Fashion, Haus Laboratories will be available this September (but pre-orders start here July 15th) with “multi-use colour items for cheeks, eyes and lips in six shade families and kits containing all three products priced at a relatively affordable $49 ($70 AUD).” They note that a full-colour collection is in the works.
A major difference between Gaga's makeup line and other celebrity ventures, such as Kylie Cosmetics or Fenty Beauty, is that Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon, meaning it will simultaneously hit nine countries - Australia included - on three continents with one and two-day shipping.
For Haus, Gaga tapped her longtime makeup artist Sarah Tanno, who was formally Marc Jacobs Beauty's global artistry ambassador, to come on board as the Haus Labs' global artistry director. The team is made up of 14 others so far, including alums of Milk Makeup and Benefit Cosmetics.
In her announcement post, Gaga wrote: "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. I remember watching my mother put her makeup on every morning, basking in the glow of her power to put on her bravest face as the hard-working woman she was. I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true."
"It was then that I invented Lady Gaga," she continued. "I found the superhero within me by looking in the mirror and seeing who I wanted to be. 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. I've come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just Born This Way."
Speaking to BoF, Gaga confirmed what we already knew: Haus Labs is about inclusion. "No message of self-acceptance, no deal," she said. “I have a platform in the world. 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.”