BY AMANDA MOSES
In an oversaturated world of makeup brands, what does it take to capture the consumer market? I may be biased in writing this, but I believe it takes an icon like Lady Gaga. This award winning singer, actress, songwriter, and entrepreneur has etched her name across the history books for all time. Her ever-changing appearance makes her the perfect source for makeup.
On September 17th, she officially opened Haus Laboratories through her website (http://www.hauslabs.com) and Amazon Prime. Like her music, her makeup is about tapping into your artistry and finding beauty in your own self-expression. (It’s also all vegan and cruelty free!) “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,” Lady Gaga writes in an open letter to her fans.
To be honest, I have been anticipating this launch since the summer when Gaga started taking pre-orders. You can choose to purchase collections based on your vibe: Haus of Goddess, Metalhead, Chained Ballerina, Rockstar, Dynasty, and more. Within each of these sets are a combination of Glam Attack Liquid Shimmer Powder, RIP Lip Liner, and Le Riot Lip Gloss. As you can tell, her pro-ducts emulate her various styles over the years. (You also get a pretty cool makeup bag when you purchase a collection). Additionally, Gaga released an eyeliner called “Liquid Eye-Lie-Ner” (you can also purchase eyeliner that comes with wingtip stickers) and Armor Masque (a reusable face lace mask).
Some critics believed that Gaga would release an ostentatious col-lection, but her brand really caters to everyone. There is a product for all styles, whether you want a dramatic smoky eye or a simple glow. Most important of all, her pro-ducts are reasonably priced com-pared to the usual Sephora brand (about $16-$20 per item and $50 for a set). Currently these items are only available online, but if you are a die-hard fan, there is a level of trust you have with Gaga, so you are willing to spend money on something you can’t test out in person (at least not yet).
Here are a few pros about her brand:
- The Glam Attack Liquid Shimmer Powder goes on pigmented and dries quickly. I was skeptical of a liquid eyeshadow because of past experiences with Glossier’s Lidstar, which made me feel like I was going to buy another super sheer product. However, with one swipe of the Glam Attack applicator you can immediately see pigment, so it’s up to you if you want to blend it out (with your finger or a brush) to increase or decrease the shimmer intensity. This product can also be used as a highlighter on your cheeks and on your lips.
- The RIP Lip Liner applies smoothly and evenly. I usually prefer lipstick or a lip stain, but the liner colors are beautiful and opaque.
- The Le Riot Lip Gloss is so shiny and does not make your lips feel sticky. The glitter stays on and be-comes more intense with every layer.
- The matte Eye-Lie-Ner is my favorite liquid liner. The felt tip allows you to make precise lines and doesn’t smudge.
Gaga has created excellent, albeit, limited products. There are only a handful of colors to choose from, and although there are probably dozens of ways to creatively apply these products, I just wish there was more.
Here are a few things I wish Haus Laboratories had:
- A concealer/foundation, but I understand that there are a lot of options out there and maybe Gaga wants to focus on colorful creativity.
- The option to buy a set of Glam Attack Liquid Shimmer Powder (in the pre-sale you could purchase duos, but not anymore). I like to pair my eyeshadows for contour or just to add creativity.
- Mascara to add volume to our lashes and bring out the eye-shadow!
- Lip stain because I spend my days running around taking photos, so I would like to have a lipstick that lasts for several hours without bleeding out and fading.
Photos courtesy of Haus Laboratories’ website