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Lady Gaga's beauty line Haus Laboratories is now available to pre-order
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Lady Gaga's first-ever beauty brand, Haus Laboratories, is officially available to pre-order.
The launch coincides with Amazon Prime Day, with the Born This Way singer's collection only currently available to Prime members.
The brand includes six themed collections which each offering three key items: RIP Lip Liner, Le Riot Lip Gloss and Glam Attack face powder. All items come in sleek matte black packaging.
Despite being available to pre-order from today, customers will need to wait until September to get their hands on the first piece of the collection.
Gaga unveiled the website for the brand in January, though at the time the company was named “Haus Beauty".
Last week, the singer released a promotional video for the brand. The minute-long film features electropop music by Blood Pop and Tchami and shows Gaga and a cohort of glamorous models dancing and staring into the camera in a series of close-up shots.
Judging by the dramatic beauty looks in the video, which are preposterously glittery, Haus Laboratories is not a brand for the fainthearted.
“Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” Gaga said of her vision for the company in an interview with the Business of Fashion.
“I have a platform in the world,” the singer continued, explaining that she hopes her brand will champion diversity and empower consumers.
“God gave me this voice for a reason, I don’t know why, I ask myself that question all the time, but I’m sure as hell not going to put out a beauty brand that is going to drive insecurity and fear into people. This is about liberation.”
Fans can also sign up to a newsletter so stay up to date with product releases.
On Tuesday 9 July, Gaga uploaded an Instagram post in which she recalled watching her mother apply makeup every morning and "basking in the glow of her power to put on her bravest face as the hard working woman she was".
The singer continued: "I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true. It was then that I invented Lady Gaga. I found the superhero within me by looking in the mirror and seeing who I wanted to be."
Gaga went on to explain that makeup inspired her to be brave and embrace who she was. "I've come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just 'Born This Way'," she concluded, referencing one of her most popular songs.
News of Gaga's brand has prompted a flurry of excitement among fans, with thousands commenting below her post.
"I love this and I love you for being a voice for all women who aren’t the world's idea of utopian," wrote one person.
Another described Gaga as "strong and brave".
American model Tess Holliday commented: "Would love to see some plus size bodies in the campaign".
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