On the official Haus Laboratories website, there’s a countdown to the 15th of this month, which is the launch date of the brand. Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon.
Haus Laboratories stands for self-acceptance
The singer chose Amazon because it was the only partner that would let her focus on a strong message of self-acceptance. “No message of self-acceptance, no deal.”
“Look, you might want to look like the DuPont twins. You might want to look like Erin or Kitty [who appear in her brand video]… Or you might want to, oh my gosh, look like you. And that’s the nut that I really want to crack,” Lady Gaga said to Business of Fashion. “I have a platform in the world. God gave me this voice for a reason, I don’t know why, I ask myself that question all the time, but I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.”