Lady Gaga is finally branching out into cosmetics with a typically unconventional twist: it’s a collaboration with Amazon.
The pop star’s crazy outfits and out-there make-up have come to rule the red carpet for past decade, and now the hit-maker is bringing her unique style to masses.
The Poker Face singer will launch her forthcoming cosmetics range Haus Laboratories on Amazon this September, rolling out simultaneously in nine countries including the UK, US and Japan.
The brand is backed by Lighspeed Ventures, a venture capital firm with investments in other lifestyle brands including Gwyneth Paltrow’s Goop.
The collection will include all the staples, including lip gloss and palettes for eyes, lips and cheeks.
To reassure her fans that the partnership with Amazon is anything but a mass-market, corporate cash-in – something she has made efforts to distance herself from throughout her career – Lady Gaga told The Business of Fashion why working with the retail giant has been different to other brands that courted her.
“If it's not perfectly in line with what they do... they'll be like, 'Can you just change half of the equation?'. The answer is no. No deal,” she said. But with Amazon, the partnership “was so wonderful because this was like, 'Let's make a deal, let's make a deal to change the world with their beauty'."
The Haus Laborotories will begin taking pre-orders on 15 July, coinciding with Amazon’s annual Prime Day promotion.
What kinds of looks can fans expect to put together with their new Haus cosmetics? See the video below for a typically Gaga onslaught of advertising-meets-art-house-moving-image-soundscape-collage.