- Lady Gaga officially launches her newest beauty brand: Haus Laboratories
- The “Haus Party” was filled with friends and influencers the brand officially took off
- On launch day, three new products were unveiled: the Eye-Lie-Ner, the Eye Armor, and the Armor Masque No. 1
A “Haus Party” is definitely the proper way to launch Lady Gaga’s newest beauty brand. Haus Laboratories, the pop superstar’s most anticipated beauty brand launched on Sept. 16 to an audience of 500 members on Monday night in Santa Monica. Friends and influencers alike crowded together in a dimly lit Barker Hangar, where she DJ’d a set and spoke passionately about the power of makeup before officially launching the six-product collection.
“I have always, even prior to my career, wanted to spread the love around the world,” she said. “At first I found that way through music, but it was the discovery of makeup that helped me transform into the artist and person I always wanted to be. It helped me to love myself. No matter what. With the makeup or not.”
The Oscar winner emphasized that the mission of Haus Laboratories is to encourage fans to love themselves inside and out. She belies that the purpose of her line is to encourage self-love through beauty.
“This is a glamour attack on the world to be accepting, humble, brave and, above all, empowered to be kind. No matter how you identify, all are welcome at Haus Laboratories,” Gaga told the crowd on Monday night.
Gaga also gave high praise to her personal and longtime makeup artist of about 10 years, Sarah Tanno, who not only helped develop the line but is now also the global artistry director of Haus Laboratories. “We all know who the genius is behind this brand,” said the singer-songwriter. “I mean, this woman has not slept. And quite frankly, neither have I.”
She also gave her heartfelt thanks to her mother, Cynthia, president and co-founder of Gaga’s nonprofit Born This Way Foundation since 2011. “My mother wanted to help kids feel empowered and brave and so do I. I want to change the world. That’s why I’m here. That’s why I do what I do.”
Two months ago, Lady Gaga announced that her beauty brand would arrive this fall. The products were co-created by Gaga, the Haus Laboratories product development team, and Tanno.
“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,” Lady Gaga said on Instagram with the announcement. “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.”
To add more excitement to the mix, Gaga dropped six curated makeup kits of her products – including the RIP Lip Liners, the Glam Attack Liquid Shimmer, and the Le Riot Lip Glosses – on Amazon Prime Day. This allowed fans the chance to pre-order the Gaga-made makeup.
On launch day, Gaga also unveiled three never-before-seen eye products. Bold eye looks have been a signature of Gaga’s for years, so it’s no surprise she adds three quintessential Gaga eye makeup into the bag.
In an interview with Allure, Tanno shared that the signature wing tips are also going to be part of the collection. “What Gaga is known for more than anything is her black winged eyeliner,” Tanno expressed. “Since I’ve been working with her every day I have played with that and evolved that in different ways in all the eras that we’ve done together.”
So, for this Tanno, Gaga and the Haus Laboratories team partnered with the Euphoria-favorite beauty brand company Face Lace and created the Eye Armor Kit. It allows users to create the perfect cat-eye. Tanno and Gaga created 10 pairs of wings per kit, as well as an Eye-Lie-Ner pen. Customers can also choose from the two flick shapes that are available in the collection.
But that’s not all! Fans and makeup addicts alike can also purchase the Liquid Eye-Lie-Ner as a one-off, as well as another stunning collaboration with Face Lace called the Armor Masque No. 1.
This delicate, lace-like, stick-it-and-go eye decal mimics the exact look she wore while performing at the 2017 Super Bowl Halftime Show. Armor Masque No. 1 is also designed to be customizable to fit the aesthetics of the user. “They’re meant to have fun with and express yourself,” she says. “Nothing in this line is meant to make you look like Lady Gaga. They’re just tools of expression.” – Holywood Reporter/Allure
Go to Haus Laboratories by Lada Gaga here https://www.hauslabs.com.
— The Pacific Voice