Lady Gaga has officially announced the arrival of her new beauty brand, Haus Laboratories, which will release in September with a line of makeup kits featuring lip gloss, lip liner and all-over colour products, as per Business of Fashion. Haus Laboratories marks Lady Gaga’s first independent business venture and presents itself as an antithesis to the “filtered, Facetuned” ideal of beauty spawned by the age of social media.

The brand draws inspiration from Gaga’s early days as an aspiring artist in downtown New York, applying makeup from the drugstore to create her signature look. “Colour is completely transformative. It’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” Gaga said.

Ahead of its first release, Haus Laboratories debuted a new preview video showing the bold colours in action on Lady Gaga and various personalities, shot by Daniel Sannwalk and soundtracked by Gaga in collaboration with Bloodpop, Tchami, and Boys Noize. “The last thing the world needs is another beauty brand,” writes the just-launched @hauslabs Instagram account, “But that’s too bad.”

Haus Laboratories will be available for pre-order to international customers on July 15 at 3:00 PM Hong Kong time at hauslabs.com.

 

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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

A post shared by Lady Gaga (@ladygaga) on Jul 9, 2019 at 12:01pm PDT