“The last thing the world needs is another beauty brand. Too bad!” said Gaga.
Rabat – American pop star Lady Gaga launched her makeup line for “Haus Laboratories,” for presale on Amazon Prime Day on July 15, where it will be sold exclusively.
The deal with Amazon marks the first time a major beauty brand has partnered exclusively with the e-commerce giant.
Despite the crowded market, with competition from other pop stars such as Rihanna with Fenty Beauty, the makeup line is already a bestseller. Gaga seems to be aware of this oversaturation but believes the brand won’t be affected, saying in her campaign video: “The last thing the world needs is another beauty brand. Too bad!”
The line, which won’t ship out to customers on September 17, is offering 6 kits combining lip gloss, lip liner, and all-over color. The kits will be priced at $49, and the glosses are available individually for $16 or in a duo for $22.
Lady Gaga told media launching a makeup line is a dream 30 years in the making, beginning when she was just a child watching her mother apply makeup.
“I remember watching my mother put her makeup on every morning, basking in the glow of her power to put on her bravest face as the hard-working woman she was. I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true,” Gaga said on Instagram.
“It was then that I invented Lady Gaga. I found the superhero within me by looking in the mirror and seeing who I wanted to be.”
“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,” she explained, elaborating on her deep passion for makeup.
“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,” she added.