Lady Gaga is on the edge of glory yet again. But this time, instead of acting or music, she’s zeroing in on a brand-new enterprise: makeup.
Mother Monster just issued a major update on her new beauty brand, House Laboratories, and guess what—it’s available on Amazon and HauseLabs.com for presale starting today. The 32-year-old multi-hyphenate announced the news just in time for Amazon Prime Day and offered a sneak peek at the collection in the Instagram post above.
As of today, Gaga’s Glam Attack liquid shimmer duo ($36), RIP lip liner duo ($26), and Le Riot lip gloss duo ($32) are all available for presale. You can also preorder a three-piece set that includes all-over color, lip gloss and lip liner for $49. Each offering comes in several different shades and combinations, so you’re sure to find one you love.
Haus will be the first major beauty brand available exclusively on Amazon when the entire range drops this September, meaning the retailer is ready to go head-to-head with beauty mainstays Sephora and Ulta. Gaga spoke about her upcoming release with Business of Fashion, saying, “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.’”
And like anything Lady Gaga does, Haus Laboratories is primed to shakeup the beauty world.
“I have a platform in the world. 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,” she said, adding, “This is about liberation.”
So, why is Lady Gaga pulling a Rihanna and going the way of makeup? As she explained, it’s part of what put her on the map in the first place: “Color is completely transformative—it’s powerful, it’s beautiful, and it’s how I found my voice with makeup,” she shared. “I discovered myself, but also other people discovered me, for me, through the way that I was expressing myself.”
If you don’t have an Amazon Prime membership, you can preorder your products after Prime Day ends on Tuesday. Products are expected to ship in September, when the line makes its grand debut. Gaga will also drop a live video today at 3 p.m. PT/6 p.m. ET on Amazon Live with a demo of the products and some insight into her creative process.
We can think of about a million reasons to be excited about this.