Lady Gaga fans have been eagerly awaiting her beauty line for over a year — Gaga filed a trademark for Haus Beauty in 2018, and launched a cryptic website this past January — but it looks like the wait is finally over. Earlier today, Haus Laboratories posted made their first post on Instagram (@hauslabs) and Gaga took to her own instagram account to share a little of the backstory about the new brand.
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.
Love,
Lady Gaga
Gaga has chosen to partner with Amazon on the new venture, according to an interview she gave to Business of Fashion, they were the only ones who allowed her to build a beauty brand with a “message of self-acceptance.”
Pre-orders begin July 15, according to another post on Gaga’s Instagram account, with the full collection, including lip kits and all-over color, available for purchase in September. We still don’t know what the packaging will look like, although something maximal is probably a pretty safe bet. And although pricing too remains a mystery, given that the collection is inspired by her early days in New York, when she was crafting her looks with drugstore makeup, it’s hard to imagine that the line will be out of reach of most of her fans.
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