US popstar Lady Gaga is set to launch a new makeup line with online retail giant Amazon.
Gaga’s line Haus Laboratories will become one of the first major cosmetics brand to launch exclusively on the online platform.
BBC reported the new brand is set to be released in September in nine countries, including the UK, US, Japan, France and Germany.
Lady Gaga told The Business of Fashion that other companies prefer that she tailors the brand to fit in with their corporate image.
“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. No message of self-acceptance, no deal. [The 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’,” explained Lady Gaga on why she chose to work with Amazon.
Haus Laboratories is backed by Lightspeed Ventures Partners, which also invested in actress Gwyneth Paltrow’s Goop, the “modern lifestyle brand” website.
“They say beauty is in the eye of the beholder, but at Haus Laboratories we say beauty is how you see yourself,” added Lady Gaga.
