Lady Gaga is to follow in the footsteps of countless artists and celebrities to launch her own branded beauty range but in a break with precedent has selected Amazon as her exclusive retailer.
The partnership will see a new make-up line launched exclusively by the online retailer and marks the first time a major cosmetics brand has been launched in this way when it debuts in September.
Haus Laboratories is Lady Gaga’s first business venture and aims to capitalise on the singer’s international stardom to give it a head start when it launches in nine key territories, including the UK, Japan and the US.
On why she chose Amazon over a more traditional launch, the American musician said: “If it's not perfectly in line with what they do... they'll be like, 'Can you just change half of the equation?'. The answer is no. No deal. No message of self-acceptance, no deal. [The 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'.
“The last thing the world needs is another beauty brand... but that's too bad."
Other stars to launch beauty brands include Kylie Jenner, whose Kylie Cosmetics range has helped make her a billionaire, and Gwyneth Paltrow who has attracted some controversy for the marketing of her Goop lifestyle brand.