"They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself."
Lady Gaga has taken her first step into the world of cosmetics with the launch of her own beauty line, Haus Laboratories - in an exclusive partnership deal with online retail giant, Amazon. It will be the first online cosmetics brand launched by Amazon, backed by Lightspeed Venture Partners (who also has a foothold in Goop by Gwyneth Palthrow), and is set to launch in nine countries around the world in September.
In an interview with Business of Fashion, Gaga says "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? My answer is 'No.'"
In a video posted to her Instagram account earlier today, the Mother Monster is heard saying "The last thing the world needs is another beauty brand... but that's too bad." followed by a shot of Gaga in a black latex suit (a la Bad Romance, anyone?) accompanied by models decked out in bright and glittery eyeshadow and highly pigmented lip colours. The video was followed up by a hashtag #BATTLEFORYOURLIFE, which we suspect is in anticipation of the preorder date that starts July 15th.
Time waits for no man... or monster. Visit Haus Laboratories now.