Lady Gaga launches new makeup line, can she rival Fenty?

Born this way.

As if being a Grammy, Academy, Golden Globe, Billboard and even CFDA Award-winner wasn’t enough, Lady Gaga has now added cosmetics to her empire.

After filing to trademark Haus Beauty in February 2018, fan speculation swirled about the prospect of the pop star’s own makeup line.

In a surprise announcement earlier this week, Gaga finally confirmed the rumours.

The brand, Haus Laboratories, has since posted a series of promotional photos and videos to its Instagram of Gaga and a diverse cast donning what we can only assume are the products from the new line.

Bold, gothic, grunge, and fierce, the looks are sufficiently gaga, and will cater to a wide range of makeup wearers. The goddess of black lips and camp eyeshadow hath reigned upon us.

Gaga opened up about the message behind the brand and her personal relationship to beauty in an interview.

“When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup”.

She went on to describe the number of companies she had approached to carry her line who would only do so if she chopped and changed the more, ahem, out there products.

“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”.

With limited details on the products themselves, we’re guessing where there’s Gaga there’s glitter. Lip glosses and lip colours, however, have all been confirmed for the first release.

The products will be the first major beauty brand to be sold exclusively on Amazon, launching later this year.

Pre-order is available online July 15.

hauslabs.com