Lady Gaga exclusive Amazon launch Haus Laboratories: Lady Gaga Launches Exclusively on Amazon Its Makeup Brand Haus Laboratories

Lady Gaga finally launches her long-awaited beauty mark by her fans - and this could be a major Amazon victory for her 2019 Prime Day. The singer announced on Tuesday on her social networks that Haus Laboratories is about to to be launched and that products will be available for pre-order starting July 15, 2019. Haus Laboratories will be the first major beauty brand launched and sold exclusively on Amazon, according to the American website Business of Fashion. The publication indicates that the launch of Haus Laboratories is scheduled for September.

Amazon expanded into the beauty industry with the launch of its Belei skincare line in March 2019 and an online beauty shop for makeup professionals in June. It will be the first time that Amazon will launch a range of beauty products of this importance. Being the only brand supported by a celebrity on Amazon Beauty, Haus Laboratories should get a different exposure than it would have obtained if Lady Gaga had decided to sell her brand at Sephora for example.

With pre-orders, scheduled to begin July 15, the launch of Haus Laboratories will coincide with Amazon Prime Day, a 48-hour promotion period that will also begin July 15. Amazon did not immediately respond a request for comment.

Lady Gaga exclusive Amazon launch Haus Laboratories

Prices of Lady Gaga's products will not reach those of luxury brands

"The last thing the world needs is another brand of beauty products ... but that's a shame," Lady Gaga said in a video announcing the launch of her new brand. Prices at Laboratoires Haus will be higher than those of brands that can be found in supermarkets, but lower than those of luxury brands. The gloss will be sold 16 dollars (14.25 euros) and kits that contain products for the cheeks, eyes and lips, will be priced at 49 dollars (43.65 euros), according to Rachel Strugatz Business of the site fashion.

It's been more than a year since fans waited for the launch of Lady Gaga's line of beauty products. In 2018, the singer filed the marks "Haus Beauty" and "Haus Labs" through her company, Ate My Heart Inc. In September, Lady Gaga also released a series of three Instagram posts with the hashtag #hausbeauty .

Beauty brands have become popular businesses for celebrities looking for a secondary source of income. Fenty Beauty, Rihanna's cosmetics brand, has been a resounding success since its launch in September 2017. According to Vogue, the singer's makeup line has generated $ 100 million in revenue during its first 40 years launch days.