For Lady Gaga, the journey towards becoming a beauty entrepreneur has been a gradual evolution, reflecting her career as an artist. She revealed that makeup was pivotal in constructing her iconic persona, “Lady Gaga,” in the early 2000s after she decided to leave college and pursue her dreams in New York City’s vibrant Lower East Side, taking on various roles from waitress to go-go dancer. However, it took her 15 years to finally launch her very own beauty line, Haus Laboratories.
The timing of her endeavor couldn’t be more perfect. A promotional video was released on Tuesday, heralding Haus Laboratories’ anticipated launch in September. Throughout her career, Gaga has positioned herself as a symbol of authenticity and inclusivity—qualities that modern consumers expect from new beauty brands. These traits are integral to the appeal of successful brands like Glossier, known for its strong community ties, and Fenty Beauty, which boasts an extensive range of over 40 foundation shades. This approach contrasts sharply with the curated and heavily filtered versions of “authenticity” that have emerged in the age of Instagram.
What truly sets Haus Laboratories apart is not only its vision but also its marketplace approach. This brand will be the first major beauty line to be exclusively sold on Amazon. For Lady Gaga, this decision is audacious. While Amazon is witnessing rapid growth in cosmetics sales, it has not yet been recognized as a premier beauty destination. By aligning with Amazon, Gaga has the potential to disrupt the typical beauty product launch model, which often takes place in specialty retailers like Sephora and Ulta. Instead of competing for space on crowded shelves, her brand will shine brightly before numerous Amazon customers across the globe.
Gaga expresses confidence in this partnership, suggesting that Amazon genuinely aligns with her vision for Haus Laboratories. “No message of self-acceptance, no deal,” she emphasized in an interview at The Mark Hotel as she discussed her much-anticipated beauty venture. Gaga shared her experience of collaborating with companies that often prioritize marketability over authenticity, insisting that her principles must be upheld. “This deal with Amazon felt revolutionary—let’s create a partnership that changes the world through beauty.”
Dressed in sleek black leather, mirroring the aesthetic of Haus Laboratories’ packaging, Gaga is at The Mark, reminiscent of her roots before fame when she discovered herself through the transformative power of makeup. She fondly recalls her days as Stefani Germanotta, navigating the underground art scene, mixing vintage fashion with a diverse palette of drugstore and MAC cosmetics. Encouragement from her artistic community helped forge her identity, leading her to embrace the moniker “Gaga,” inspired by the Queen song “Radio Gaga.”
“Color is fundamentally transformative—it’s powerful and beautiful; it’s how I expressed myself and found my voice,” Gaga stated, explaining why makeup is the gateway product for Haus Laboratories. The brand offers versatile color products for cheeks, eyes, and lips across six shade families, with kits priced affordably at $49. Gaga hints at the possibility of an expanded color collection in the future.
Describing her new initiative as a “start-up,” Haus Laboratories marks Gaga’s first independent launch in beauty, following her previous partnership with Coty for the fragrance “Lady Gaga Fame.” This venture, however, comes equipped with significant investment and support. With backing from Lightspeed Ventures—investors behind successful brands like Goop and Stitch Fix—Gaga leads a dynamic team of 15 professionals, including experts from Milk Makeup and LVMH-owned Benefit Cosmetics.
Amazon’s strategy is ambitious, planning to roll out Haus Laboratories in nine countries across three continents simultaneously, including the U.S., France, and Japan. This positioning empowers Haus Laboratories to compete directly with established giants like L’Oréal and Estée Lauder. Additionally, the initial nine markets will reach customers in countries such as China and Singapore via Amazon’s global store
Gaga’s partnership with Amazon could potentially redefine the retailer’s footprint in the beauty sector. After a significant investment in beauty last year, Amazon introduced its own private label brands like Belei and Find, and is now venturing into an online beauty store for professionals. The arrival of Haus Laboratories, spearheaded by a global superstar like Lady Gaga, could be the catalyst that firmly establishes Amazon as a legitimate player in beauty retail.
However, the success of this venture boils down to one critical factor: the quality of the products. A striking promotional video featuring a diverse cast was released on her social media and Haus Labs’ e-commerce site, emphasizing a message of self-love and acceptance. “I want people to feel a sense of self-discovery and acceptance, even if their beauty expressions are unconventional,” Gaga explained.
Amazon aims to democratize beauty through expansive accessibility. “We want these beauty products available to a global audience, ensuring simultaneous access,” stated Nicole Quinn from Lightspeed. The focus is not only on acquiring customers but also on fostering long-term loyalty—a principle both beauty and tech industries share.
As Lady Gaga’s Haus Laboratories approaches its grand debut, she aspires to emulate the success experienced by other inclusive beauty brands, like Rihanna’s Fenty Beauty. With the backing of Amazon’s extensive network, Gaga hopes to replicate Fenty’s rapid rise, which garnered nearly €500 million in its inaugural year.
Despite the promising prospects, Gaga understands that Amazon’s reputation for budget-friendly brands may pose a challenge in altering consumer perceptions regarding the value of her products as compared to those found in traditional beauty retailers. However, she remains undeterred, confident that the outstanding quality of her brand will resonate with customers. Although prices for her products are set higher than typical mass-market offerings, they align more closely with Amazon’s own beauty brand Belei.
Navigating the vast online marketplace poses unique challenges, particularly in demonstrating product quality to consumers who may want to physically sample makeup before purchasing. The rise of celebrity-backed beauty brands has also led to cluttered competition, making it tough for newcomers to break through.
Despite Amazon capturing a growing share of the beauty market, especially among younger consumers, Lady Gaga is determined to carve her space. Utilizing her platform and social media presence, she plans to engage directly with her dedicated fans, affectionately known as her “little monsters.” The brand’s website will offer a unique storytelling experience, fostering community discussions around beauty and self-acceptance, distinct from the crowded Amazon marketplace.
Gaga’s vision transcends just the makeup products themselves; it’s about cultivating an empowering message. “I won’t launch a beauty brand that promotes insecurity and fear. This is about liberation and celebrating individuality,” she declared passionately, determined to encourage exploration of personal beauty and self-identity.
The launch of Haus Laboratories is just the beginning for Lady Gaga, who aims to inspire a beauty movement that embraces authenticity and encourages everyone to embrace their unique selves.
