As Gaga explained in front of her L.A. fans and launch attendees, Haus Labs has not only been a feverish passion project on a personal level (sharing that she quite literally stewed and stirred formula ideas on the kitchen floor), but it’s a full-out “glam attack” on what the world automatically assumes a beauty brand ought to be. Haus Laboratories, she says, is different.
As stated on the brand’s website and as Gaga reiterated live on Monday, beauty isn’t in the eye of the beholder—beauty is found in the way we see ourselves. “At Haus, we want you to love yourself, and it is our mission to spread kindness, bravery, and creativity by providing tools for self-expression and reinvention,” she states. “This is your glam. Your expression. Your artistry. Your rules.”
Gaga went on to share that while she didn’t grow up ever feeling beautiful—a battle that’s still very present—she did, however, discover the power of makeup, and a beauty and creativity she could foster while experimenting with the products sitting underneath her mirror.
“I found the superhero within me by looking in the mirror and seeing who I wanted to be,” she explains. “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 weird, but really, I was just born this way.”
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