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"When I was young, I never felt beautiful"

Celebrity beauty brands are not lacking. Kim Kardashian-West at KKW Beauty, Kylie Jenner at Kylie Cosmetics, Rihanna at Fenty Beauty, Miranda Kerr at Kora Organics, Jessica Alba at Honest Beauty, etc. Even Victoria Beckham is entering the beauty business (she recently announced that she would also be launching her own beauty line, Victoria Beckham Beauty, at London Fashion Week in September).

With so many brands backed by celebrities, one would think that the beauty industry would be completely saturated, leaving no room for new brands, but you'd be fooled. Lady Gaga launches her own beauty brand, Haus Laboratories, this fall (Although she's giving fans the opportunity to pre-order her 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 it's a shame." Keep scrolling through the list to learn more about Haus Laboratories, and take a first look at the products.

The promotional video, which Gaga posted on Instagram yesterday, is presented with a group of men and women dressed in various daring makeups. There is a lot of glitter and lots of graphic shapes involved. The products, it seems, are suitable for creating eye-catching makeup, worn by a daring pop star (just like Gaga).

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

The brand's message seems to be an inclusive and encouraging appeal to self-confidence and self-expression, but in a later post on Instagram, Gaga revealed that she had never been Feel beautiful growing up. In fact, his insecurity was responsible for Lady Gaga's "invention".

"When I was young, I never felt beautiful," she writes in an Instagram legend. "And as I struggled to find the meaning of inner and outer beauty, I discovered the power of makeup, and I remember seeing my mother putting on makeup every morning, taking advantage of the power of her face to to show her face She was working hard, and then I started experimenting with makeup as a way to make my dreams come true as strong as my mother. It was then that I invented Lady Gaga. I found the superhero in me looking in the mirror and seeing who I wanted to be. "

Obviously, Gaga is very attached to this brand and the seriousness of make-up as a tool of self-expression. As such, it is very involved in everything from product formulas to the image of the brand, through the casting of models. As she explained in another Instagram post, Haus Laboratories was a totally exciting project for her – not just another beauty brand.

"Between developing formulas, mixing shades, designing packaging and components, but also casting patterns and collaborating with style, direction, and being the creative director, shoot night enthusiasts by making boards showing all our images and our works – this launch is so special for me, "she wrote. "It is a work of love and passion to be the Warhol of an artist that I have always wanted to be.I like all those who work with @hauslabs.We are a family on mission: to inspire the courage, inspire a positive community that engenders self-acceptance ".

"We want you to see yourself as you see yourself, thank you for making this trip with me. It's not just makeup. It's a battle. A battle for your life And I hope that this makeup will inspire you as much as makeup when I fell in love with this makeup and that it allowed me to discover myself. I like you. We want you to love each other. "

according to seduceit will launch three different products in six different shades. There is the RIP lip pencil, Le Riot lip gloss and a liquid powder shimmer called Glam Attack. Gaga will sell these products in groups of two and three on the Haus Laboratories website and on Amazon (the fact is that selling them on Amazon makes them more accessible to people around the world). They will be available for pre-order (in sets of two and three) on July 15, which corresponds to Amazon Prime Day, starting at 3:00 am ET.

If you pre-order the products, you will have to wait for the month of September to ship them because this is the official launch date of the brand.

The products have been created to perform well, offering complete pigmentation without the annoying fallout, running or flaking that comes with other products. That said, perfection is not the goal, not the least in the world. "We live in a time when some people make up their make-up and still feel very anxious because they may not have their full outline." Perhaps they have not drawn well. the outline of the lips.Maybe they did not mix it These are all things that I just want to explode and revolt completely, "she said seduce.

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