Souzan Michael
July 10, 2019 11:32 am

It feels like forever ago that we heard rumors of an upcoming Lady Gaga beauty line. Sneaky fans noticed that the singer had filed a trademark for something called Haus Beauty, and since then, we’ve waiting patiently, knowing it could be a long time before we heard any updates. After all, stars file for trademarks all the time (see: Ariana Grande’s Thank U Next Beauty and Justin and/or Hailey’s Bieber Beauty).

But after Gaga launched a website, Instagram account, and campaign (unretouched, btw) in the span of the last few weeks, we can now rest assured that the line is coming—and soon. Oh, and it’s now called Haus Laboratories, not Haus Beauty.

Just yesterday, Gaga released a promo video for the upcoming launch, and from what we can see, there’s a ton of gloss, color, and glitter—basically, a ton of all things Gaga. In fact, Gaga’s longtime makeup artist Sarah Tanno will serve as the brand’s artistic director, so you can feel confident that everything in the line accurately captures Gaga’s essence.

The singer and actress spoke with Business of Fashion and revealed that she was partnering with Amazon as her retail partner for Haus Laboratories, which may come as a surprise, since most celebs have gone either the direct-to-consumer or Sephora/Ulta route for their beauty brands (Fenty Beauty, Kylie Cosmetics, KKW Beauty). But leave it to Gaga to go against the grain.

According to BoF, Haus Laboratories will feature “multi-use colour items for cheeks, eyes and lips [that] come in six shade families, with kits containing all three products priced at a relatively affordable $49.”

Now onto the important stuff: When can you get your hands on it? Soon. The line launches in September, but it will be available for pre-order on July 15th. Mark your calendars for what might just be the biggest beauty launch of the year.

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