Rihanna has done it, Kylie Jenner has done it and now Lady Gaga wants a piece of the beauty industry pie. The Oscar-winning actress announced her new beauty brand Haus Laboratories on Monday and she already has a distributor, Amazon.
“The last thing the world needs is another beauty brand, but that’s too bad,” Lady Gaga said in a video posted Monday to her Instagram account. “They say beauty is in the eye of the beholder. But at Haus Laboratories, we say beauty is how you see yourself.”
The video featured the singer dancing around with a crowd of models of various gender expressions wearing metallic makeup looks. As of now, Lady Gaga’s line only features three products in six shades of each: Glam Attack; multi-use liquid eye shadows, RIP Lip Liners, and Le Riot Lip Glosses with each product is meant to be multi-use.
Unlike Rihanna and Kylie, Lady Gaga is making it possible to receive your products within two days thanks to her deal with Amazon. The line officially launches in September with prices between $25-$50, but pre-orders will be available on Amazon Prime Day, July 15.