Award-winning actress, entrepreneur and iconic pop star, Lady Gaga can officially add beauty boss to her long list of titles.
In a video shared on Instagram, Gaga introduces Haus Laboratories, her new beauty brand, in a flurry of latex, leather, neon, glitter and gloss.
Just as Rihanna did with her game-changing, inclusive Fenty Beauty before her, Gaga encourages the embrace of individuality and expressing it through bold makeup and body art with her forthcoming collection of makeup.
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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
“The last thing the world needs is another beauty brand,” she begins in the promo video shared on Instagram, which shows several looks (and plenty of light-catching eyeshadow).
“But that’s too bad. They say beauty is in the eye of the beholder, but at Haus Laboratories, we say beauty is how you see yourself. Your glam. Your expression. Your artistry.”
She also shared a portrait of herself and her personal reasons for launching the line, which highlight the power she’s found in makeup and how that impacted her self-discovery — and the creation of her stage persona, too.
Haus Laboratories is available for pre-order on July 15.
Watch the clip introducing Haus Laboratories below.