Adding another string to her already impressive bow, Lady Gaga has officially launched her own gender-neutral beauty empire.
Setting itself apart from other celebrity-endorsed make-up lines, Haus Laboratories will be the first beauty brand to launch on Amazon in September 2019 across a grand total of nine countries – that’s including the UK, US, France, Germany and Japan.
“When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of make-up,” the songstress explained via Instagram. “Sometimes beauty doesn’t come naturally from within. But I’m so grateful that make-up inspired a bravery in me I didn’t know I had.”
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When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of 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. 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. Sometimes beauty doesn't come naturally from within. But I'm so grateful that makeup inspired a bravery in me I didn't know I had. I've come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just Born This Way. Love, Lady Gaga
According to the brand’s official Instagram page, the beauty powerhouse is designed to be a “supportive, empowering and inclusive community”. With this in mind, Haus Laboratories will focus on multi-use gender-neutral colour products created to be used on the cheeks, lips and eyes.
Though when the singer-turned actress first filed for a trademark back in February 2018, the official application listed the likes of foundations, lipsticks, lip liners, moisturisers and highlighter.
So if her foray into the beauty sphere proves successful, Lady Gaga may well expand her empire in the near future.
Speaking to The Business of Fashion about the launch, the A Star is Bornactress explained: “Colour is completely transformative – it’s powerful, it’s beautiful, and it’s how I found my voice with makeup.”
“I discovered myself, but also other people discovered me, for me, through the way that I was expressing myself,” the 33-year-old added.
Haus Laboratories will launch on July 15 and fans can sign up via the website for updates.
From Harper’s Bazaar UK