Enfnts Terribles

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.”

Another beauty brand?

“The last thing the world needs is another beauty brand,” Lady Gaga says in the first teaser video. “but that’s too bad!” she fiercely goes on. The woman is right! A new (celebrity) beauty brand really is the last thing this world needs. Is there a place for Haus Laboratories in the very saturated beauty landscape? We think the answer is “YES”.

Okay, we already have Fenty Beauty, KKW Beauty and more, but Gaga’s beauty line is going to reach a new and different kind of beauty lover. As the name itself already tells us, we think Lady Gaga and her team will focus on experimenting with makeup to really push the boundaries of self-expression and acceptance.