The last thing the world needs is a new beauty brand…but that’s too bad,’ Lady Gaga says in the video announcement of her new makeup line, Haus Laboratories.
The 33-year-old pop superstar dropped the news in two posts on Instagram.
But the Born This Way hitmaker isn’t trying to tell women they need makeup to look good. Her announcement targets men and women alike with a message that says, ‘We want you to love yourself.’
In a futuristic, rave-like video with music by Bloodpop and Tchami, Gaga introduces her beauty brand in a dance of latex, leather and lipstick.
When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup.
I remember watching my mother put her makeup on every morning, basking in the glow of her power to put on her bravest face as the hard working woman she was. I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true.
It was then that I invented Lady Gaga. I found the superhero within me by looking in the mirror and seeing who I wanted to be.
Sometimes beauty doesn’t come naturally from within. But I’m so grateful that makeup inspired a bravery in me I didn’t know I had.
I’ve come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just Born This Way.