Haus Laboratories – Lady Gaga’s New Beauty Line is Coming

Haus Laboratories - Lady Gaga's New Beauty Line is Coming - beauty-en -

Lady Gaga’s new beauty line House Laboratories presented with the slogan “We believe beauty is how you see yourself”. Gaga will be launching the beauty brand exclusively through Amazon. Speaking to Business of Fashion about the partnership, Gaga said: “If it’s not perfectly in line with what they do… they’ll be like, ‘Can you just change half of the equation?’. The answer is no. No deal. No message of self-acceptance, no deal. [The 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’.”

Haus Laboratories - Lady Gaga's New Beauty Line is Coming - beauty-en -

“The last thing the world needs is another beauty brand. Too bad!” Gaga announces in the campaign video, shot by Daniel Sannwald. “They say beauty is in the eye of the beholder. But at Haus Laboratories, we say beauty is how you see yourself.”

“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.

Haus Laboratories - Lady Gaga's New Beauty Line is Coming - beauty-en -

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.”  – said Lady Gaga on her official Instagram.

Haus Laboratories will be available for pre-order from July 15th at 12:00 AM PT.

Photos: Lady Gaga / Haus Laboratories Instagram