In Brands, Retail

Amazon continues to chip away at the beauty retail establishment with the launch of Lady Gaga’s beauty brand, Haus Laboratories. While Ulta and Sephora may have been the obvious choice for the launch, the choice of Amazon is an interesting democratization of an exclusive that is truly inclusive. The launch will happen simultaneously in nine countries on three continents, including the US, France, and Japan. The initial nine markets also don’t count customers in countries like China and Singapore, who can order Amazon products through its global store. Haus is truly a global launch.

“There are companies that see me, what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do and they’re worried about alienating consumers … They’ll be like, ‘Can you just change half of the equation?’ (which for me is the entire equation) so that we can ‘do a deal,’” Lady Gaga said in an interview at The Mark Hotel, addressing her long-rumored beauty brand for the first time. “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.’”

“Color is completely transformative—it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” the singer said, explaining why makeup, rather than skincare or haircare, is Haus Laboratories’ entry point into beauty. “I discovered myself, but also other people discovered me, for me, through the way that I was expressing myself.”

Haus Laboratories is designed with an inclusive broad appeal assortment of  multi-use products  for cheeks, eyes, and lips in six shade families, and kits containing all three products priced at a relatively affordable $49. A full color range is apparently in the works.

Lady Gaga enters the beauty category with some serious firepower. The “start-up” has a team of 15 beauty industry veterans and backing from Lightspeed Ventures, which backed Goop and Stitchfix.

This is one launch to watch. Mark your calendar. Available for pre-order on July 15 at 12AM PT.

Read the full article on Business of Fashion.

Photo: via Haus Laboratories

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