We’ve all seen the trend.
Celebrities and famous makeup artists creating their own makeup brands, and further capitalising on their fame. Most popularly being Kylie Cosmetics and Fenty Beauty’s lines. The two lines, along with many others have become very successful, and are overshadowing older, seemingly more reliable brands. Lady Gaga’s brand new Haus Labs company recently came out, and had a launch party inviting celebrities, and makeup artists, (like many other high end brands do). The company will be the first brand to sell their products exclusively on Amazon, the world's most trafficked shopping site. You can also purchase the newly released products on her website , which offers the same products as the ones on Amazon. Her new, and featured product, the “Liquid Eye-Lie-Ner” is marketed on Amazon as, “HAUS LABORATORIES by Lady Gaga: LIQUID EYE-LIE-NER, Black Felt-Tip Liquid Eyeliner”. It retails for $20, the same price as most high end eyeliners on the market, such as Fenty beauty’s line, Kat Von D, and Tarte’s. Based on the price, it places the brand on the spectrum of being a reasonable, but definitely high end makeup line. Paper magazine did a review on the Eye-Lie-Ner saying, “It's able to deliver a desired opaque, jet-black matte line from the get-go”. The article also talks about how it’s easy to use, and how the tip and structure of the pen is well thought out. I love liquid pen eyeliner’s, drugstore and high end alike, and although the market is flushed with many brands and there different liners, there is still room for new variations. Lady Gaga’s makeup artist, Sarah Tanno, who created the logistics of the actual products, made them easy and accessible for all levels of expertise. Tano said, "We've always been people that try to break the mold, set the trend, and be on our own. I think there's so much out there, but what sets us apart is not just our messaging but the artistry in us. We're not just going to be pushing, but also sharing with the world. It's really inspiring for me." Paper magazine. Her knowledge, and long time career as a makeup artist, mixed with Lady Gaga’s extreme vision has created a brand that we will not soon forget. Haus Labs has also gotten a lot of attention from beauty gurus who attended Gaga’s event. Desi Perkins melted in Gaga’s presence, and talked about how her energy just rubbed off on her. She, as well as other internet stars, said how meeting her was so impactful, and life changing. The launch has been reviewed by many Youtuber’s ranging from famous to unknown. NikkieTutorials, a very successful makeup artist on youtube with 12 million followers gave a passionate and thorough review. She created a look with all the products and kept her comments positive and said that every single product is good quality. Haus Labs is making a name for itself in the beauty community, and on Amazon. Its reputation only has to live up to the star behind it, Lady Gaga. As consumers, we will expect as much creativity as she has put into her music and art performances. We are growing in diversity in the makeup world, and we could all use a little more punk in our daily routines.
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