The first time I saw Lady Gaga was in the music video for “Poker Face”. I remember being awestruck by all the futuristic makeup and hair in the video – she was something else. Fast forward to 2019, Lady Gaga is still relevant. Still reeling from the massive success of her movie, “A Star Is Born”, a very camp-y appearance at the MET Gala 2019, Gaga is all set to drop her much anticipated makeup brand – Haus Laboratories, aka Haus Labs.

The past week saw initial sneak peeks, the initiation of the social media page, and now, we’ve got the first look at what’s coming! The campaign video for Haus Labs is very Gaga – strange, but the kind that keeps you interested.

HAUS LABS

Speaking to Allure, Gaga talks about how she got into the creative process for Haus Labs. “Makeup changed my life. I never felt beautiful, and I still have days that I don’t feel beautiful. All of the insecurities that I’ve dealt with my whole life from being bullied when I was younger, they come right back up to bite me. Then I put makeup on, and before I know it, I feel this superhero within. It gives me those wings to fly. I’m not saying that makeup is the only thing that does that, but it did that for me.”

Haus will debut the first three products on Amazon, and an official brand website on the 15th of July, at 3 am EST. The initial products include –

  • RIP Lip Liner
  • Le Riot Lip Gloss
  • Glam Attack – an all over liquid shimmer powder

The items will be available as 9 different duos – 2 lip liners for $26, 2 glosses for $32 or 2 glam attacks for $36. Alternatively, the products will also be sold as trios or “haus”. And they will each include a lip liner, a lip gloss and a glam attack.

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THIS IS FOR YOU. 🙏 Ready for a first glimpse at our product line-up? This is just a sneak peek – promise we'll reveal more in the coming days 🎉 INTRODUCING HAUS of Collections Six *special* collections curated by our founder, @ladygaga, just for you. Each collection includes one of each of our self-expression tools along with a reusable clutch (see it in insta stories now!) GLAM ATTACK: All-over liquid shimmer powder A highly pigmented, longwearing all-over color amplifier RIP LIP LINER: A lip liner to die for A creamy, demi-matte, highly pigmented lip pencil LE RIOT LIP GLOSS: An ultra high-shine multidimensional lip gloss Cruelty-free & vegan, because we love animals and you HAUS LABORATORIES officially launches for pre-order on July 15 on hauslabs.com + amazon.com (Prime Day for Prime members)

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The collections are, House Of –
  • Chained Ballerina collection – which includes a black pearl Glam Attack with neutral liner and sheer peach gloss
  • Goddess – meant for every person’s goddess
  • Rockstar – which includes a gold Glam Attack with burgundy liner and gloss
  • Dynasty – which Gaga notes is the collection for leaders — a group that includes an emerald Glam attack with terra-cotta liner and gloss.
  • Metalhead – which includes a gunmetal Glam Attack with rose liner and gloss
  • Rose Bitch – which includes a mauve-toned Glam Attack and liner with a sheer pink gloss

Gaga prides over the fact that each of these items are not only versatile, they’re also liberating. According to her, she wants people to channel themselves through her makeup, and not try to replicate someone else. However, Gaga says that Haus Labs isn’t here to compete. Instead, she’d love to collaborate with other brands to give consumers what they’re looking for.

“Whether I have on a ton of makeup or no makeup at all, that’s still me.”