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Lady Gaga Debuts New Beauty Brand During Amazon Prime Day - Rolling Stone |
- Lady Gaga Debuts New Beauty Brand During Amazon Prime Day - Rolling Stone
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| Lady Gaga Debuts New Beauty Brand During Amazon Prime Day - Rolling Stone Posted: 15 Jul 2019 12:00 AM PDT This article is a part of RS Recommends, an editorial series reviewing products in music and entertainment. Items are independently selected; Penske Media may earn a commission from purchases made from our links Lady Gaga is used to headlining world tours and Vegas residencies, but the superstar singer and fashion icon is headlining Amazon Prime Day this year, with the launch of a new beauty brand dubbed, "Haus Laboratories." The gender-neutral makeup line, which shares a name with the singer's Haus of Gaga creative team, launched this morning as part of Amazon's Prime Day event, which stretches out over two days this year and offers thousands of deals and promotions across the online retailer's site (see the latest deals here). Gaga says she wanted to team up with Amazon to make her products as inclusive and accessible as possible. Though the first units won't ship until September, they're available for preorder exclusively to Amazon Prime members today and tomorrow (you can get a 30-day free trial to Amazon Prime here). Non-Prime members will get a chance to shop the collection later this month. The Haus Laboratories collection includes a number of "self-expression tools," and the initial launch features a lip gloss, lip liners and a liquid shimmer powder, all available in a multitude of colors and shades. According to Amazon, the makeup line was created "to spread kindness, bravery, and creativity by providing tools for self-expression and invention." Courtesy Amazon In an open letter to her fans explaining the concept behind the line, Gaga says she often struggled to feel beautiful as a teenager, and watched as her mother used "the power of makeup" to put on "her bravest face." The singer, born Stefani Joanne Angelina Germanotta, says she began experimenting with makeup as an outlet for creativity and transformation, ultimately crediting makeup with helping her create the "Lady Gaga" persona. "Sometimes beauty doesn't come naturally from within," she writes, "But I'm so grateful that makeup inspired a bravery in me I didn't know I had. I found the superhero within me by looking in the mirror and seeing who I wanted to be," she continues. "It was then that I invented Lady Gaga." Amazon will be the exclusive global retailer and home for Haus Laboratories, which is not yet available in retail stores. Prices for the collection start at $26 for a lip liner duo, which includes two demi-matte, highly pigmented lip pencils. Or, customers can order the entire three-piece set of a liner, gloss and powder for $49. According to Amazon, the products are all certified-vegan and cruelty-free.  Courtesy Amazon Gaga's beauty line comes almost two years after Rihanna debuted her "Fenty Beauty" company in September 2017. The collection, sold online at Sephora.com, was an immediate hit, with forecasters putting Fenty Beauty on pace to beat out makeup lines from the likes of Kylie Jenner and Kim Kardashian in terms of overall revenue. Gaga — and Amazon — are no doubt hoping the singer's "Little Monsters" will snap up her new beauty offering. And while the singer seems to understand the competitive market landscape, she shrugs it off in typical Gaga fashion. "The last thing the world needs is another beauty brand. But that's too bad," she says in a promotional video for her new brand. "They say beauty is in the eye of the beholder, but at Haus Laboratories, we say beauty is how you see yourself." See the full collection and shop Lady Gaga's Haus Laboratories on Amazon.com.  |
| Posted: 11 Aug 2019 05:28 PM PDT   |
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| Cashmere Nicole Is What a CEO in 2019 Looks Like - Glamour Posted: 13 Aug 2019 05:08 AM PDT  Despite catering primarily to women, the beauty industry has typically been run by older white men. After 86 years in business, Revlon just hired its first-ever female CEO in 2018. The CEOs of Estée Lauder, Coty, and LVMH, which control a majority of the beauty industry, are still all men. According to LedBetter's Database, only 24% of executive seats at personal care companies are held by women, and women hold only 5% of CEO titles at S&P 500 companies, little to none of which are women of color. But there's a new wave of female entrepreneurs shaking this up. Brands like Pat McGrath Labs, Glossier, Huda Beauty, and Anastasia Beverly Hills are valued in the billions, and Beauty Bakerie is showing no signs of stopping. The magic of these brands lies in the fact that they aren't run by traditional businessmen, but instead are headed by women who closely understand their target markets and are social media savvy enough to foster a true community and cult following. Making an impression online has become a crucial part of Beauty Bakerie's business. In August 2018 the brand went viral again for the launch of its Cake Mix Foundation, which comes in 58 shades and was the first in the industry to label its shades from darkest to lightest, a move that was followed by Glossier. Foundation shopping was never easy for Nicole, even as a lighter-skinned black woman, and she saw how it was nearly impossible for her darker-skinned relatives and daughter. Nicole says she internalized that and began to notice that it not only hurt psychologically to have to hunt for shades, but that it was physical work. Endless scrolling, bending down to the very bottom of a display, approaching sales people only to be told a shade was an online exclusive, just for a single bottle of foundation. "I thought, I'm going to create a situation where women of color don't have to feel that way anymore," she tells Glamour, noting the decision was simple. "It would have a major positive outcome for African Americans, and it wouldn't have a negative outcome on white Americans. No one light- or fair-skinned was going to feel slighted." Nicole doesn't want credit when it comes to creating this new metric, since it's about more than her—she's just happy to see it's catching on. "We did this to create change, and the change is taking place. That makes me smile," she says.  |
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