Didn’t we say Gaga is back on her bullshit? After months of teasers, Mother Monster finally debuted her latest venture, a beauty line called “Haus Laboratories.” The promo is decidedly Gaga-esque, with the songstress clad in a skin-tight latex bodysuit and ornate liner laced around her eyes like a mask. The video also featured a diverse cast of models, glimmering in thick coats of glitter eyeshadow, slick high-pigmented lip gloss, and a mix of leather-punk-meets-androgynous formalwear.
“The last thing the world needs is another beauty brand,” Gaga states in the video’s opening. “But that’s too bad.”
Gaga isn’t the first pop star to expand her sphere into cosmetics. Rihanna’s makeup and beauty line “Fenty” made waves in 2017 for its wide range of skin tones, filling a gap in an otherwise eurocentric market, and Kylie Minogue recently revealed her own brand, “Kylie,” a possible snub to Kylie Jenner. So far, the promotional material behind Haus Beauty has been praised for the natural look of the images, free from any obvious Photoshop or Facetune. Accompanying the video, which Gaga premiered on Instagram, is the hashtag #BATTLEFORYOURLIFE, perhaps a nod to the pre-order opening on July 15th, which will no doubt be a bloodbath. The tagline is “OUR HAUS. YOUR RULES.”
Haus Laboratories is also the first beauty brand to partner exclusively with Amazon for its initial launch. In an interview with Business of Fashion, Gaga insisted that the retailer was the only option that encouraged her creative free rein and message of self-acceptance.
“There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do...they’ll be like, ‘Can you just change half of the equation?’” Gaga told BoF.com. “The answer is no.”
Haus Lab’s website currently hosts a countdown until the pre-order officially opens, and an email sign-up to “be the first to know.” Sweeping eyeliner wings and metallic pigments are only five days away. Get your paws ready.
Watch the video here: