If the first half of the year is anything to go by, 2019 is the year of the beauty brand. Everyone from Hailey Bieber to Victoria Beckham is jumping on the bandwagon. This is no doubt because of the success of Rihanna’s Fenty empire and the Kylie Jenner reaching billionaire status thanks to her beauty brand. The latest celeb to announce her impending foray into the world of cosmetics is Lady Gaga, and her collection is all about embracing your individuality.
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Lady Gaga’s makeup brand – which is called Haus Laboratories – is set to be launching in spring (with preorders available on Amazon from Monday 15 July), and it’s already getting people talking. The makeup collection has been a long time in the making, with the singer not wanting to join forces with any brands or platforms that do not encourage self-acceptance. Amazon has come on board as the official retailer, as it wanted to help Gaga to ‘change the world’ with beauty. She claims to have found her voice through colour and makeup, making her transition into this very competitive industry a no-brainer.
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The one thing the ‘Born This Way’ singer insisted on was creating something that didn’t instil a sense of insecurity in consumers. She wants makeup to be a fun form of self-expression rather than something that’s used to cover yourself up. Her brand’s message – which is evident in the Haus Laboratories social-media campaign – is about self-acceptance, confidence and liberation from the norm.
So yes, while the world might not need another beauty brand, we’re getting one. And we’re counting down the days!
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