Lady Gaga is about to make her grand entrance into the beauty industry.
The 33-year-old star, who’s become known for her ever-evolving , trendsetting makeup looks, announced the launch of her own cosmetics brand, Haus Laboratories, which will be available exclusively at Amazon starting in September. Gaga unveiled the news with an eye-catching campaign video featuring women and men of all nationalities, shapes and ages wearing dramatic makeup looks, including Gaga herself.
“When we made this film, I really wanted that feeling of self-discovery and self-acceptance and really loving who you are in a way that may be completely unconventional,” Gaga told Business of Fashion.
Designed to appeal to a wide range of people and inspired by her days as an aspiring singer shopping for makeup at N.Y.C. drugstores before a show, Haus Laboratories will items like multi-use sticks for the eyes, lips and cheeks, all sold in kits priced at $49.
The decision to jump into the makeup world versus skin or hair care was a simple decision for Gaga.
“Color is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” she said. “I discovered myself, but also other people discovered me, for me, through the way that I was expressing myself.”