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"When I was young, I never felt beautiful"

There is no shortage of celebrity beauty brands out there. Kim Kardashian-West has KKW Beauty, Kylie Jenner has Kylie Cosmetics, Rihanna has Fenty Beauty, Miranda Kerr has Kora Organics, Jessica Alba has Honest Beauty, etc. Even Victoria Beckham is getting involved in the beauty business (she recently announced that she will also launch her own eponymous beauty line, Victoria Beckham Beauty, during London Fashion Week in September).

With so many brands endorsed by celebrities out there, one would think that the beauty industry would be completely saturated, leaving no room for new ones to rise in rank, but I would be wrong. Lady Gaga will launch her own beauty brand, Haus Laboratories, this fall. (Although it is giving fans the opportunity to pre-order their products on Amazon Prime Day … but more on that later). As she said, in the brand's first promotional video, "the last thing the world needs is another beauty brand, but that's very bad". Keep moving around to learn everything we know about Haus Laboratories and also take a look at the products.

The promotional video, which Gaga published yesterday on Instagram, shows herself alongside a group of men and women who wear a variety of bold makeup styles. There is a lot of brightness and many graphic forms involved. The products, it seems, are suitable to create attractive makeup looks that a pop star (like Gaga) uses.

"They say beauty is in the eye of the beholder, but at Haus Laboratories we say that beauty is how you see yourself, your glamor, your expression, your art." Our house, its rules, "she says, before ending with" Laboratories Haus: Battle for her life. "(The last part is the brand slogan).

The brand's message seems to be an inclusive and encouraging call for trust and self-expression, but in a later post on Instagram, Gaga revealed that she never felt beautiful as she grew up. In fact, his insecurity was responsible for the "invention" of Lady Gaga.

"When I was young, I never felt beautiful," he wrote in an Instagram legend. "And as I struggled to find a sense of inner and outer beauty, I discovered the power of makeup, I remember that my mother used to make up every morning, enjoying the shine of her power to make her face more courageous. Then I started experimenting with makeup as a way to realize my dreams of being as strong as my mother. That's when I invented Lady Gaga. I found the superhero inside of me looking in the mirror and seeing who I wanted to be. "

Clearly, Gaga feels strongly about this brand and the seriousness of makeup as a tool for self-expression. As such, she is very involved in everything from the formulas of the products, the image of the brand and the casting of the models. As she explained in another Instagram post, Haus Laboratories was a project of total passion for her, not just another beauty brand.

"Between the development of formulas, the mixture of tones, the design of the packaging and the components, as well as the launching of the models and the collaboration in the style, the direction and being the creative director, we pulled nightboards that showed all our images and art: this release is very special to me, "he wrote. "This is a work of love and passion to be the Warhol of an artist I always wanted to be, I love everyone who works with me @hauslabs we are a family with a mission: to inspire courage, to inspire a positive community that engenders self-acceptance" .

"We want you to see how you see yourself, thank you for continuing this trip with me. This is not just makeup. It's a battle A battle for your life. And I hope that this makeup will inspire you as much as the makeup when I fell in love with him and helped me discover myself. I love you We want you to love yourself. "

According to Seduce, will launch three different products that will come in six different tones each. There's the RIP Lip Liner, the Le Riot Lip Gloss and a liquid-to-powder shine, which is called Glam Attack. Gaga will sell these products in groups of two and three on the Haus Laboratories website and on Amazon (the point is that selling them on Amazon makes them more accessible to people around the world). They will be available to preorder (in groups of two and three) on July 15, which is Amazon Prime Day, starting at 3 a.m. ET.

If you pre-order the products, you will have to wait until September for them to be shipped, since that is the official launch date of the brand.

The products were created to work, offering complete pigment without the annoying flaws, runs or peeling that accompany other products. That said, perfection is not the goal, not in the least. "We live in a time when some people apply makeup and still feel extremely insecure because maybe they did not get their contours perfectly, maybe they did not get that lip line the right way, maybe they did not mix." correctly. These are all the things that I just want to exploit and rebel completely, "he said. Seduce.

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