Musician Lady Gaga is known predominantly for her unconventional, unique sense of style, her chart-topping hits—such as “Bad Romance” and “Poker Face”—and her role in 2018 box office hit A Star is Born alongside Bradley Cooper. But now she’s added another string to her bow. Gaga has turned her multi-talented hand to the beauty industry, launching her own vegan and cruelty-free cosmetics line, named Haus Laboratories.
From September, the brand will sell a variety of products, including lip gloss, lip liner, and all over liquid shimmer powder in an exclusive deal with Amazon (it’s the first major beauty brand to do so).
‘No Self-Acceptance, No Deal’
Just like she challenged conventions in the music industry when she first burst onto the scene with “Just Dance” in 2008, Gaga is hoping to challenge modern-day beauty standards. “There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do … they’ll be like, ‘can you just change half of the equation?'” the singer told Business of Fashion.
“The answer is no. No deal. No message of self-acceptance, no deal,” she continued. “This [deal with Amazon] was so wonderful because this was like, ‘let’s make a deal, let’s make a deal to change the world with their beauty.'”
The star noted that the brand is more than just makeup, it’s about inspiring people to love themselves and to be kind. The Instagram bio for Haus reads, “We believe beauty is how you see yourself. Be kind to yourself [and] others.”
“I have a platform in the world,” said Gaga. “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.”
Amazon will launch Haus Laboratories products in nine different countries, including the UK, the U.S., and Germany, simultaneously. Products will be available to pre-order directly from the brand’s website in two days’ time.