In a move that bolsters the eCommerce retailer’s cosmetics business, Lady Gaga plans to roll out a line of beauty items that will be exclusively sold on Amazon. The Haus Laboratories brand will debut in the fall for consumers in countries such as the United States, Japan and Germany, Reuters reported.
The pop star reportedly said Amazon was the right partner because it embraced her message of self-acceptance. Lady Gaga told The Business of Fashion, “There are companies that see me and what I stand for and the way that I view the world, and 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.”
The company will reportedly sell kits that include lip liner, lip gloss and all-over color. Lady Gaga said, according to BOF, “Color is completely transformative – it’s powerful, it’s beautiful and it’s how I found my voice with makeup.” Haus Laboratories will be the first big beauty brand to roll out exclusively through Amazon, per the report.
The news comes as Amazon unveiled a line of Belei skincare products that come in post-consumer recycled resin bottles. The collection includes 12 different products, from retinol moisturizer to vitamin C serums. Amazon.com Head of Beauty for Private Brands Kara Trousdale said in a March announcement, “Our goal is to help customers spend less time and money searching for the right skincare solutions.”
Trousdale continued, “We took a simple, no-nonsense approach when creating Belei, developing products with ingredients that are both proven to deliver results and also offer customers great value for the quality.” The line’s products encompass micellar facial wipes along with a charcoal balancing mask. Belei also offers a blemish-control spot treatment, which is “a lightweight, acne-fighting formula to help fight blemishes,” along with an oil-free face moisturizer SPF 50.