On the heels of a hit film, an Oscar win, and a Las Vegas residency, Lady Gaga is branching out into beauty. More than a year after legal counsel for the singer quietly filed a trademark application for registration for Haus Beauty, 33-year old Lady Gaga – born Stefani Germanotta – has confirmed the launch of her budding beauty brand, which “starting in September will [offer up] kits combining lip gloss, lip liner and all-over color,” she told BoF on Tuesday.
Slated to become available to consumers in a direct-to-consumer capacity this fall by way of the already-live Haus Laboratories website, Lady Gaga has announced that she will also partner exclusively with Amazon to make the collection available “in nine countries on three continents, including the U.S., France and Germany, where customers can take advantage of Amazon’s” expedited shipping options, per BoF, making the beauty venture the first major beauty brand to launch exclusively on Amazon. Additionally, “Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store.”
Gaga’s soon-to-launch brand will join Amazon’s larger push into the cosmetics market. The $1 trillion Seattle-based e-commerce titan clearly demonstrated its intent to break into beauty this spring when it launched Belei. The private label – which consists of 12-product range collection and was formulated based on the arsenal of search and purchase data that Amazon has collection based on the sales of third-party beauty and skincare brands on its platform – is Amazon’s first independent foray into nearly $500 global beauty industry.
With the help of the enormous star power of Lady Gaga and her wildly devoted following, Amazon is seemingly positioning itself to compete with the likes of Sephora, whose parent company inked a joint venture with Rihanna for her Fenty Beauty endeavor, and Ulta, the exclusive third-party retailer for Kylie Jenner’s $1 billion Kylie Cosmetics. Meanwhile, LVMH’s closet rival Kering is also investing in beauty as a source of increased revenue, particularly as the blockbuster revenue gains for its marquee Gucci brand start to normalize after sky-rocketing under the immediate watch of creative director Alessandro Michele.
As for why so many giants are banking on beauty, the high-margin beauty market is huge and growing. According to Zion Market Research, the $532 billion value of the global cosmetics and beauty products market is expected to reach a whopping $863 billion in 2024, making it what Nielsen calls one of the fastest-moving consumer goods sector in the world.