Long rumored, Lady Gaga has officially opened the curtain on Haus Laboratories, a beauty line she will sell exclusively through Amazon.
Gaga’s brand will be the first major beauty brand to launch exclusively on Amazon.
Thus far, the Haus Laboratories team includes a team of 15, including beauty industry veterans, as well as a former Zynga exec. At the same time, Gaga has secured funding from Lightspeed Ventures, an investment firm that’s also invested in Goop and Stitchfix.
In an exchange with Business of Fashion, Gaga said she chose Amazon because of the company’s openness to her message. Gaga explained, “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.’”
In a campaign video, the 33-year-old cheekily stated, “The last thing the world needs is another beauty brand, but that’s too bad.”
She also posted the news on Instagram where she addressed her fan base aka the Little Monsters. In the multi-paragraph letter, she began, “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.”
The debut Haus Industries collection include lip gloss, lip liner and all-over color. Offerings will be available to pre-order on amazon.com on July 15th and will go live in September. Amazon has plans to launch Haus Industries in nine countries including the United States, Brazil, Germany, France and Singapore.
Check out Gaga’s announcements below.