By: Ryan Midwinter
In an industry filled with shallow collabs, never-ending launches, and superficial motives, it is hard to find products or brands that don’t just care about snatching your money and attention. Lady Gaga is the latest performer to dive headfirst into the heavily saturated waters of the beauty industry. Instead of sacrificing her morals and beliefs, she has made them into the foundation of her new brand “HAUS Laboratories”.
For her first launch, the entrepreneur created “tools for self-expression and reinvention”, which are meant to be used in hopes that consumers can realize their own beauty and as Gaga states “love themselves”. There are thousands of products available to consumers, but not many also serve a purpose beyond surface use. By branding her new line of makeup as tools to express your own form of beauty, these products coincidentally carry a connotation of love, acceptance, and individuality, signifying more than just makeup. Gaga’s branding and outlook on makeup resemble a foreshadowing of the more inclusive direction in which the beauty industry is moving.
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