Why Lady Gaga Chose Amazon For Her New Makeup Line Haus Laboratories

Lady Gaga just announced the upcoming release of her new makeup range. The singer also revealed that her makeup will only be sold exclusively on Amazon.

Despite Amazon’s success in steadily expanding its beauty business, it seems that the site was still a surprise choice for Gaga’s Haus Laboratories. Fans of the singer thought that her makeup will be sold at physical stores such as Sephora and Ulta.

While speaking with Business of Fashion, the “A Star Is Born” actress explained why she chose Amazon. Gaga said that the company agreed to give her a degree of independence and control over her line that other more traditional markets would not.

“If it’s not perfectly in line with what they do, they’ll be like, ‘Can you just change half of the equation?’” Gaga said. “The answer is no. No deal. No message of self-acceptance, no deal. 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,’” she added.

Pre-orders for Haus Laboratories will begin on July 15. The date also happens to be Amazon Prime Day. Starting September, Gaga’s makeup range will also be available in nine countries, including Germany and Japan.

Meanwhile, Gaga also teased her upcoming collection during her interview with Allure. Haus Laboratories features lip glosses, lip shiners, powder shimmers and more.

“Makeup changed my life,” she said. “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.”

The singer also said that one of the reasons she became Lady Gaga was because she discovered makeup at a young age. She also discovered how to create things herself. For the singer, makeup has the power to change how she feels, especially when she’s at her lowest.