We have Lady Gaga’s ‘Beautiful, Dirty, Rich’ on blast this morning at Ten Towers because we’re channelling our inner Gaga: “We’re beautiful and dirty rich.” It’s how the mother monster must be feeling after announcing her beauty line Haus Laboratories this morning. We like a lab. After trademarking Haus Beauty at the beginning of 2018 the Little Monsters have been anticipating this announcement and it’s a good one: Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon. The brand is inspired by Gaga’s beginnings as an aspiring singer, moving and grooving around lower Manhattan and will sell kits combining lip liners, gloss and all over colour. Kylie’s influence? “Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” Gaga told the Business of Fashion and apparently hinted at a full collection at a later date. The choice to partner with Amazon is also interesting given that it’s not a popular place to purchase makeup among the beauty community. “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?’” she said. “The answer is no. No deal. No message of self-acceptance, no deal. This [deal with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty…I have a platform in the world. God gave me this voice for a reason, I don’t know why, I ask myself that question all the time, but I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.” Gaga is a beauty girl in a beauty world – who’s next?
by Roxy Lola