Everything We Know About Haus Laboratories, Lady Gaga’s Makeup Line
"The last thing the world needs is another beauty brand, but that's too bad," says Lady Gaga in a video posted earlier this summer on her Instagram account, announcing the long-awaited drop of her makeup line, Haus Laboratories. "They say beauty is in the eye of the beholder. But at Haus Laboratories, we say beauty is how you see yourself." The video features the superstar dancing with a crowd of downtown-cool models of various gender expressions wearing metallic makeup looks.
Rumors about Gaga's line have been swirling for months, but Little Monsters are finally getting some answers. Here's what we know so far.
You'll be able to shop the line today
While fans were able to preorder sets of product on Prime Day in July, starting September 17, Haus Laboratories will finally be available to purchase. The line will be live on both amazon.com and hauslabs.com. Over the weekend Gaga dropped the news that individual shades will be available for purchase, in addition to the bundles that were available on preorder.
The line has multiple products now available
Haus Laboratories officially kicked off with three products in six shades of each: Glam Attack; multi-use liquid eye shadows, RIP Lip Liners, and Le Riot Lip Glosses. 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.
"The applicator [a flat doe-foot with a liner-sharp point] on the Glam Attack gives you the opportunity to apply it very heavily, or lightly and shade it out, or to do both," she told Allure. "You can use it as a highlighter. You could use it on your lips, with the exception of Dynasty [an emerald green]—I would not use Dynasty on your lips. The Haus of Rockstar [three-piece collection] has the Glam Attack called Legend. It's this beautiful gold. You can put it all over your mouth. It dries down, but it's not dry. I love a matte lip and I love that feeling of a kissable mouth, but I don't like a dry, kissable mouth. I wanted something that people could feel really sexy in.”
There is also an Eye Armor Kit, with liquid eyeliner and wing tip stickers, along with a Face Armor sticker mask, a.k.a. Armor Masque No. 1.
Gaga even modeled the mask.
And the liquid eyeliner.
The line will be available exclusively on Amazon.
Not only will fans will be able to get the line with two-day shipping, it's also the first major beauty brand to launch exclusively on Amazon, which Gaga credits to the fact that Amazon let her have full creative control.
The products will be available in different kits.
For Prime Day, Haus Laboratories was available exclusively in bundles. In addition to single shades, the sets will still be available. The Haus Collections (containing one of each product) will be available for $49, Shimmer Powder Duos for $36, Le Riot Gloss Duos for $32, and RIP Lip Liner Duos for $26.
The singles are also now available: Liquid Eye-Lie-Ner for $20, Le Riot Lip Gloss for $18, Glam Attack Liquid Shimmer for $20, and RIP Lip Liner for $16.
She's been very involved in the entire process.
This is not a case of Gaga just slapping her name on a label; she's put just as much care into this line as she does in her music. "I created these collections like I create a record," she said to Allure. "They have themes. They're thought out. Everything from the shades to the different variations." In an Instagram post she shared videos of herself shooting the campaign and gave fans some insight into her creative process as well.
The line is incredibly personal to Gaga.
Gaga's messaging is extremely clear: This is not your typical beauty line; this is about self-expression. “I have a platform in the world," she told Business of Fashion. "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.”
Makeup has always been an outlet for Gaga—it allowed her to transform from Stefani Germanotta into the superstar we know and love today. And in an Instagram post announcing the line, Gaga shared a heartfelt note about the role makeup has played in her life. It reads:
"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. 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."
Originally Appeared on Glamour
