“Our Haus, Your Rules” – Lady Gaga Introduces Beauty Brand ‘Haus Laboratories’

Award-winning actress, entrepreneur and iconic pop star, Lady Gaga can officially add beauty boss to her long list of titles.

In a video shared on Instagram, Gaga introduces Haus Laboratories, her new beauty brand, in a flurry of latex, leather, neon, glitter and gloss.

Just as Rihanna did with her game-changing, inclusive Fenty Beauty before her, Gaga encourages the embrace of individuality and expressing it through bold makeup and body art with her forthcoming collection of makeup.

 

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A post shared by Lady Gaga (@ladygaga) on Jul 9, 2019 at 12:01pm PDT

“The last thing the world needs is another beauty brand,” she begins in the promo video shared on Instagram, which shows several looks (and plenty of light-catching eyeshadow).

“But that’s too bad. They say beauty is in the eye of the beholder, but at Haus Laboratories, we say beauty is how you see yourself. Your glam. Your expression. Your artistry.”

She also shared a portrait of herself and her personal reasons for launching the line, which highlight the power she’s found in makeup and how that impacted her self-discovery — and the creation of her stage persona, too.

Haus Laboratories is available for pre-order on July 15.

Watch the clip introducing Haus Laboratories below.

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HAUS LABORATORIES PRE-ORDER AVAILABLE 7/15 @HAUSLABS #BATTLEFORYOURLIFE MUSIC BY LADY GAGA, @BLOODPOP®, @TCHAMI, & @BOYSNOIZE

A post shared by Lady Gaga (@ladygaga) on Jul 9, 2019 at 11:06am PDT