Lady Gaga has announced she will launch a cosmetics line, Haus Laboratories, available exclusively on Amazon.
In an interview with The Business of Fashion, Gaga (Stefani Germanotta) revealed her first foray into the cosmetics industry would exclusively debut for pre-orders during Amazon Prime Day, followed by an official launch in September.
Gaga says she chose Amazon to debut the line due to its alignment with the vision of the brand. Though Amazon is not as much a household name in beauty like specialty retailers such as Sephora or Ulta, Gaga says she believes the e-commerce giant is an ideal partner for Haus.
“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?’” says Gaga in an interview with BOF. “The answer is no. No deal. No message of self-acceptance, no deal. This [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.’”
Gaga’s collection will include kits containing lip gloss, lip liner and all-over color products. Her line joins other celebrity cosmetic lines from musicians including Rihanna with Fenty.