Gaga officially launched her beauty brand, Haus Laboratories, on Monday (Sept. 16) with a smashing “haus party” at Santa Monica Airport’s Barker Hangar. As soon as attendees walked into the event, stark white spotlights lit up a black carpeted runway with a giant “Haus Laboratories” sign at the end. The black-and-white theme ran throughout the redecorated hangar, with neon lights illuminating more signs for photo opps.
In attendance were some of L.A.’s most notable beauty industry professionals, including influencers like Patrick Starrr and Desi Perkins, celebrity facialist Yolanda “Yoliglo” Mata and hosts of the Gloss Angeles podcast, Kirbie Johnson and Sara Tan.
Speaking to Billboard, Starrr said of the launch that he’s excited about its diversity, calling the line “legendary and so well-deserved.” But most of all, Starrr praised the accessibility of the line, referring to Haus Labs exclusively partnering with Amazon for retail so that the makeup can be as affordable as possible. Other beauty influencers like Christen Dominique and Nicol Concilio cited Gaga’s creativity as a huge source of inspiration, and Jkissa expressed her love for the “Shallow” singer’s representation of “all the weirdos like me.”
Influencer Melissa Alatorre marveled, “As someone who is in the beauty space, she’s really someone I look up to. I think she’s genuine. Everything she does, she puts her heart and soul into it. She’s very passionate, and I know that we can expect nothing less than incredible. She’s really going to own the fact that you can be yourself wearing her makeup.”
This sentiment rang true when Gaga took the stage to say a few words to the audience. “I want Haus Laboratories to succeed because of what we stand for,” she stated toward the end of her speech. “Although I am chairwoman of this company, I care about people, and I care about how people feel. I want people to love themselves, and I want them to see how beautiful they are.”
She continued, “I believe that we are all so much more beautiful when we have compassion for ourselves. I want to break the mold. It’s all the same.”
Also in attendance were many members of the entertainment industry, including singer Zhavia and RuPaul’s Drag Race stars Adore Delano, Shangela and Monique Heart. “This bitch has been in the game for so long,” Delano excitedly told Billboard, “representing the gay community, the drag community… I mean, it’s about time. I’m so excited for it. We’ve all been waiting for her to come out with this, so let’s do this shit!”
Gaga wrapped her evening by hosting a meet-and-greet with many of the influencers and taking to the DJ booth to spin a couple of tunes. In addition to the previously announced Glam Attack liquid eyeshadow, RIP Lip Liner and Le Riot Lip Gloss, Haus Labs also launched three new products at the event.
She revealed the release of a matte black liquid eyeliner named “Liquid Eye-Lie-Ner” (because Gaga admittedly “loves a twisted play on words”), the Eye Armor Kit (winged liner decal stickers used to create the perfect winged liner) and the Armor Masque, which is a decal sticker inspired by the face mask she wore for her Super Bowl halftime show performance in 2017.
Haus Laboratories is now officially for sale on HausLabs.com and at Amazon.