Lady Gaga enters beauty biz with familiar retail partner

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Lady Gaga enters beauty biz with familiar retail partner

By Dan Berthiaume - 07/10/2019
Popular singer/actress Lady Gaga will sell her upcoming Haus Laboratories cosmetics line with Amazon as an exclusive retail outlet.

In a short video on her Instagram account, Lady Gaga announces the upcoming launch of Haus Laboratories as offering cosmetics products designed to fit the user’s individual style. “Beauty is how you see yourself,” Gaga says.

In an interview with the Business of Fashion, Gaga revealed that starting in September, Haus will begin selling makeup kits exclusively via Amazon in nine countries including the U.S., France, and Germany. Haus will also sell products directly from its own website.

According to Gaga, Amazon offered her the chance to create her branding with the message she wanted.

“There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do ... they’ll be like, ‘Can you just change half of the equation?’” Lady Gaga told Business of Fashion. “The answer is no. No deal. No message of self-acceptance, no deal. This [deal with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty.’”

While beauty is not currently a core category for Amazon, the e-tailer has been bolstering its presence in the beauty vertical. Recently, Amazon introduced its first virtual cosmetic try-on experience. Amazon customers can use the front-facing camera on their mobile phone to digitally try on different shades of lipstick in a live video of themselves, or on a selfie, powered by artificial intelligence (AI)-based AR technology from Amazon Web Services client ModiFace.

In addition, Amazon has launched the Amazon Professional Beauty Store, which sells top professional-use products to licensed professionals such as cosmetologists, barbers, and estheticians.

Startup investor Lightspeed Ventures is providing an unspecified amount of financing to Haus Laboratories.