Here’s what we know about Haus Laboratories, Lady Gaga’s new make-up line
Lady Gaga is finally launching her long-awaited beauty brand, Haus Laboratories – and it could prove a major win for Amazon on Prime Day – the annual shopping holiday that is exclusive to the e-commerce company’s Prime subscribers.
On Tuesday, the American singer announced on social media that Haus Laboratories is preparing to launch, with pre-orders available, starting on July 15 – the first day of this year’s 48-hour Amazon sales event.
The last thing the world needs is another beauty brand … but that's too bad
Haus Laboratories will be the first major beauty brand to be launched and sold exclusively on Amazon, according to fashion news website, The Business of Fashion. The publication reported that the Haus Laboratories launch is planned for September.
Amazon has been expanding its beauty business, launching the skin care line Belei in March and an online beauty store for make-up professionals in June.
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This would be Amazon’s first time launching a major beauty line.
As the sole, celebrity-backed brand on Amazon Beauty, Haus Laboratories would gain a different type of exposure than it would have had if Lady Gaga had decided to sell the brand at Sephora or Ulta.
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Amazon did not immediately respond to a request for comment.
“The last thing the world needs is another beauty brand … but that’s too bad,” Lady Gaga said in a video announcing the launch of her new brand.
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Haus Laboratories’ prices will be higher than those of shop brands, but less than those of prestige labels, with lip gloss selling for US$16 and kits with products for cheeks, eyes, and lips priced at US$49, The Business of Fashion reported.
Fans have been excited about Lady Gaga launching a beauty line for more than a year.
In 2018, the singer – who won the Oscar for best original song, for Shallow, from A Star is Born, at this year’s Academy Awards ceremony – filed for trademarks for “Haus Beauty” and “Haus Labs” through her company, Ate My Heart. Last September, Lady Gaga added a series of three Instagram posts with the #hausbeauty hashtag.
Beauty brands have become a popular venture for celebrities seeking a secondary source of income.
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Rihanna’s Fenty Beauty has been a massive hit since it launched in September 2017. According to Vogue magazine, the make-up line brought in US$100 million in sales within the first 40 days of its launch.
Watch the video announcing the Haus Laboratories launch here:
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This article originally appeared on Business Insider.
Oscar-winning singer and actress will reportedly launch her brand on the American e-commerce website in September – but pre-orders will be available from July 15