"When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup," she writes on the post. "I remember watching my mother put her makeup on every morning, basking in the glow of her power to put on her bravest face as the hard working woman she was. I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true."
In her exclusive interview with BoF, it's said that Haus Labs is set to have the opposite of the ultra-polished Instagram aesthetic. And from the experimental looks in the video teaser alone, it's obvious that Gaga is sticking to her roots of championing both diversity and her signature avant garde aesthetic for the brand. See what we mean below!
In the same article, it's mentioned that Haus Labs will be releasing lip gloss, lip liner, and all-over colors in kits. She promises a full cosmetic line as well, which beauty insider account Trendmood reports to include foundations, eyeliners, eyeshadows, highlighters, and even skincare! The post also includes unedited campaign photos that were released days before the brand's official announcement, which gained praise online for its authenticity.
Like most start-up beauty brands, Haus Laboratories will only be available online for its first launch. That said, it's set to be the first major beauty brand to be sold exclusively through Amazon. Pre-orders start this July 15, so set those alarms!