Nothing shocks us when it comes to Lady Gaga. She’s lived a life that’s way too spectacular, way too opinionated and totally free. But we almost choked on our collective cheese sandwiches and our vegan almond bread cakes when we heard that she’s getting into yet another form of expression besides music – beauty. In specific, makeup. Known for her avant-garde looks, shockingly unreal outfits and her bold makeup – Gaga never had any rules to begin with. And as she now launches her new beauty brand, House of Haus, we are once again thrown into the deep end – what will she do? What will be her point of view and where can I get my hands on these beauties? The words come out spewing confidence and street smarts in the newest video that she posted on her Instagram account to announce the brand. “The last thing the world needs is another beauty brand, but that’s too bad,” she says – that is so Gaga, so her to design her life her way once again. The long-awaited drop of her makeup line from Haus Laboratories is already hinting at big things. The pledge it works with? “They say beauty is in the eye of the beholder. But at Haus Laboratories, we say beauty is how you see yourself.” says Gaga, and that’s the mandate.
The one where no one needs to be pleased, just the person in the mirror and that’s you. Trust Gaga to once again live her dream through colour – to be herself, to express and mostly, to have no rules when it comes to how you see yourself. Sign us up, this is all sounding so dramatic and visionary-like. The launch comes on the heels of Rihanna’s Fenty that targeted inclusivity, of more shades, more diversity.
And Gaga in a way, takes it up a notch and says that her motive is to give you freedom to do what you want with colour.
The video features the superstar dancing with a crowd of models from men to transgender to women and to everyone who needs to go over the top to express themselves. There’s bold colours, metallic makeup looks and so much glitter – and there’s even a hint in the video on how it’s artistry. That’s how we see the line going, it’s for artists and might just be about providing radical colours and bold pigments.
So what is up in the line? There are three products already shown in six shades of each: Glam Attack; multi-use liquid eye shadows, RIP Lip Liners, and Le Riot Lip Glosses. And they’re versatile and multi-tasking apparently. Lady Gaga also hinted to a reputed magazine that she saw lip liners being used over lipsticks and bold colour shadows being used all over your face or just as a highlighter. Like we said, no rules. We saw a pretty shade in the Glam Attack range of eyeshadows called Dynasty, a scintillating emerald green – so pigmented it could make you blind. Then there’s Legend, a stark, bold gold – another winner for sure. Such is the taste of things to come and with Lady Gaga holding the reins, it’s only going to get bolder and bigger.
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We’ll leave you with Gaga’s parting words on the collection that she recently posted on her Instagram page. “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.” Amen to that and we can’t wait to get our hands on these beauties ASAP.
The line will be available exclusively on Amazon, the first of it’s kind to launch exclusively on Amazon. The line officially launches in September, but pre-orders will be available on Amazon Prime Day, the 15th of July. They are also launching in limited-edition bundles that will be available for $49. Then the Shimmer Powder Duos are for $36, Le Riot Gloss Duos for $32, and RIP Lip Liner Duos for $26. Not cheap, but definitely worth it.