How Much Would You Pay to Look Like Lady Gaga?

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Lady Gaga is launching a line of makeup this fall, exclusively with Amazon. But according to the pop star, it’s more than just face paint–it’s a revolution.

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‘Makeup Changed My Life’

Lady Gaga has been working on a makeup line for more than 2 years. It makes sense that she’d branch out into cosmetics, given how much fun she has with campy, vampy styles on the red carpet.

But it turns out the project is more meaningful to her than a mere money-making venture. Gaga explained in an emotional Instagram post just how much makeup means to her:

“Makeup changed my life. I never felt beautiful, and I still have days that I don’t feel beautiful. All of the insecurities that I’ve dealt with my whole life from being bullied when I was younger, they come right back up to bite me.

Then I put makeup on, and before I know it, I feel this superhero within. It gives me those wings to fly. I’m not saying that makeup is the only thing that does that, but it did that for me.”

Can her line of “Glam Attack” shimmer powders, “Le Riot” lip glosses, and “RIP” lip liners do the same for others? That’s what she hopes.

Inclusive and LGBT Friendly

The brand will be called Haus Laboratories and comes in avant-garde, almost goth, packaging. The line is LGBTQ+ friendly–in fact, Gaga sought out non-binary twins Joseph and Jake Dupont as models.

“I see something happening in the world where I think a lot of people feel pressure to look a certain type of way,” Gaga said.

“Either to look like someone else or to be so precise with their makeup and look so airbrushed and social media to fit in and to be considered beautiful, and I really want to take that idea, and I want to smash it.”

The launch video for the brand (which you can see below) looks like it could be a scene from The Matrix movies–weirdly dated futuristic punk chic. Beautiful people and leather and chains dance as neon lights wash over them.

If you’re already one of Gaga’s Little Monsters, then you’re probably into it. If not… well, it all depends on how good the makeup turns out to be? Fenty is really high quality and beloved by beauty bloggers. Will Haus Laboratories be the same, or will it fall flat?

Details and Pricing

Preorders begin on Prime Day–that’s July 15–but won’t ship until September. Prices are on par with Rihanna’s Fenty Beauty. A 3-piece set of makeup that includes a lip liner, gloss, and shimmer powder will run $49. For a limited time, you’ll also be able to get a duo of glosses, liners, or powders at a discount price.

“You can be brave in many different ways, and one of those ways is makeup,” Lady Gaga said.