Yesterday's news about Lady Gaga's new beauty brand cleared up all the latest rumors and speculation -- here's all the details.
Haus Laboratories -- not Haus Beauty, as many of the latest stories say (including ours) is the name of Lady Gaga's new makeup company, and it is set to make history as the first major beauty brand to launch exclusively on Amazon.
The collection is scheduled for a September launch, but the first products to roll out will be available for pre-order on Monday, July 15th, which also happens to be Amazon Prime Day.
The initial launch will include lip gloss, lip color, and all-over colors, according to reports, in six shades. A kit with all three products is priced at $49, and lip gloss will be $16 each.
Business of Fashion, in an exclusive interview with Lady Gaga, was the first to report all the details. BOF reports on Gaga's distribution strategy, stating, "...only Amazon would give her free reign to build her brand around the twin messages of self-acceptance and confidence."
Gaga tells BOF, "I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.”
Take a look at the brand's debut video below, in which Gaga explains: “At Haus Laboratories we say beauty is how you see yourself.”
The video was shot by Daniel Sannwald and shared by Haus Laboratories on YouTube channel, as well on the brand's Instagram, with the news about the pre-sale that goes live at 12 a.m. PT on July 15th.
Along with the pre-sale details, Lady Gaga also posted on IG, "This is your glam. Your expression. Your artistry. We want you to love every version of yourself." She also shared her personal view of beauty, saying, "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." Read the rest of her IG post here.
Amazon will launch the line simultaneously in nine countries, including the U.S., France and Germany -- but customers anywhere in the world will be able to make a purchase on Amazon's global store.