Lady Gaga’s brand, Haus Laboratories, will be exclusively launched by Amazon in several countries, including the U.S., Germany, and Japan.
Pop sensation Lady Gaga has announced a new line of beauty products which will be sold exclusively on Amazon.com.
The move is seen as a bid to boost Amazon’s cosmetics business.
The launch of the brand, Haus Laboratories, will take place in September in nearly a dozen countries, including the United States, Japan, and Germany, said Amazon.
The development underscores how Amazon, the world’s biggest online retailer, is increasing the competition with traditional cosmetics sellers such as LVMH and Ulta Beauty, which have recently launched a beauty brand by singer Rihanna.
Lady Gaga, who shared an Academy Award this year for the original song “Shallow,” said Amazon was the right partner because it embraced her message of self-acceptance.
“There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do … they’ll be like, ‘Can you just change half of the equation?’” said Lady Gaga to The Business of Fashion. “The answer is no. No deal.”
Amazon’s push into cosmetics includes a private label skin care brand called Belei.