Lady Gaga’s New Beauty Line
Pop singer Lady Gaga is adding another role to her resume, beauty entrepreneur. Along with singing and acting the star will now be making her own makeup line called Haus Laboratories. The inspiration for this makeup line is from Gaga’s early days as an aspiring singer in lower Manhattan, using drugstore makeup to make what is now her signature look. The line will be selling kits combining lip gloss, lip liner and all-over colour. The brand will be the first line to be exclusively sold on Amazon making her end goal very clear: she wants to build a global cosmetics empire.
Amazon plans to launch Lady Gaga’s kits simultaneously in nine countries on three continents, including the US, France and Germany, where customers can take advantage of Amazon’s one-day and two-day shipping. Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store. Gaga’s decision to use Amazon as her retailer instead of somewhere like Sephora or Ulta was to ensure that she would have free rein to build her brand around the twin messages of self-acceptance and confidence that have defined her personae since the early 2000s.
Lady Gaga has put together a team of 15, ranging from beauty industry veterans to a former executive at Zynga, the mobile gaming company behind Farmville, to bring her vision to life. For what she terms her “start-up,” she has secured backing from Lightspeed Ventures, an investor in category disruptors like Goop and Stitchfix. The success of this brand will not be based on the individual products but on the conversation that is made around the brand. The brand will be launching in September so go check it out once it’s out.