Here's your first look at the three high-impact, high-pigment formulas that Lady Gaga and Sarah Tanno have created: RIP Lip Liner, Le Riot Lip Gloss, and the star of the show, a liquid-to-powder shimmer called Glam Attack.
Each one comes in six shades and — as the world just learned this week — they will be available to preorder (in sets of two and three) on July 15, starting at 3 a.m. ET. (They will ship at the line's planned September launch.)
On July 15 you will be able to pre-order Haus Laboratories products in nine different duos (two lip liners, $26, two glosses, $32, or two Glam Attacks, $36), and also in six different three-piece sets, $49 each. Every three-piece set — or "haus" — includes an RIP Lip Liner, a Le Riot Gloss, and a Glam Attack. " You will be able to pre-order Haus Laboratories products in nine different duos (two lip liners, $26, two glosses, $32, or two Glam Attacks, $36), and also in six different three-piece sets, $49 each, beginning July 15 on hauslabs.com and amazon.com.
Here's an extract from Lady Gaga's interview for Allure.com:
1. Lady Gaga wants this line to be no less than life-altering — to pick you up off the floor.
"Makeup changed my life. I never felt beautiful, and I still have days that I don't feel beautiful. All of the insecurities that I've dealt with my whole life from being bullied when I was younger, they come right back up to bite me. Then I put makeup on, and before I know it, I feel this superhero within. It gives me those wings to fly. I'm not saying that makeup is the only thing that does that, but it did that for me.
"When I became Lady Gaga when I was younger, it was because I discovered makeup and I discovered creating things myself. It means so much to me on a visceral level — the power of makeup to change how you feel when you're at your lowest. But we're living in a time when some people are applying their makeup and still feeling extremely insecure because maybe they didn't get their contour perfectly. Maybe they didn't get that lip line just right. Maybe they didn't blend it properly. These are all things that I just want to explode and completely revolt against."
2. Lady Gaga also wants to revolt against shadow fallout.
"I find it quite annoying when I've done my complexion, and then I put eye shadow on and it gets all over my face. And the Glam Attack is incredible because I find that with most liquid eye shadows there tends to be this dry-down that's very cracky and can fall out after several hours, and that's not the case with this. We've definitely tested these products... I will say they're show-proof."
3. And lip pencil fails.
"First and foremost, I wanted to create the lip pencil of my dreams. I love lip pencils, but for me there always ends up being something wrong with them. It's either dragging, or it's bleeding. Or you'll apply it to your lips and if you're dry in one area, the color will be really, really dark. If you're conditioned in another area, it'll go lighter. So I can't wear it all over my lips.
"With this formula, I can line my lips beautifully, but most of the time, I wear it all over my mouth. It feels like a lipstick, and it does not transfer. The finish is semi-matte and highly pigmented, but if you want to, you can sheer it out and use it almost like a stain. You can put it on your cheeks. I use it all over my face. Every time I put it on, I have this sigh of giant, artistic, creative release that I just… my heart soars. We called it the RIP lip liner because it’s a lip liner to die for."
4. The lip pencils aren't the only multiuse product in the line.
"The applicator, [a flat doe-foot with a liner-sharp point], on the Glam Attack gives you the opportunity to apply it very heavily, or lightly and shade it out, or to do both. You can use it as a highlighter. You could use it on your lips, with the exception of Dynasty [an emerald green] — I would not use Dynasty on your lips. The Haus of Rockstar [three-piece collection] has the Glam Attack called Legend. It's this beautiful gold. You can put it all over your mouth. It dries down, but it's not dry. I love a matte lip and I love that feeling of a kissable mouth, but I don't like a dry, kissable mouth. I wanted something that people could feel really sexy in.”
5. The versatility of each product is practical, sure, but also liberating.
"I think that the world has, in general, really come to a place where everybody's trying to look like each other. It's almost become like this giant social media beauty pageant competition. If doing a full face of makeup like that makes you feel really good, I'm not going to tell you not to do that, or tell you that it's not cool, or not real. I mean, if that's you, that's you. But I do feel that for some people, they're doing their makeup that way and they're still not feeling good on the inside. It's like they've done their makeup, but they still feel insecure that they didn't do it right, or that they had to do it that way because that's the trend.
"At Haus Laboratories, we want you to see yourself. When you look in that mirror, we want you to go: 'That's the you that I love. I'm in love with that person.' I don't want people to feel like they have to look like me."
6. Because even Lady Gaga doesn't feel like that.
"I don't feel as chained to makeup in a particular way as I did when I was younger. I felt a lot of pressure to look like, you know — forgive me for calling myself Lady Gaga — but to look like Lady Gaga all the time. As I got older, I had my own revelation that was quite spiritual where I realized that that is who I am; whether I have on a ton of makeup or no makeup at all, that's still me."
7. Haus Laboratories has been two years in the making.
"To make my mom proud, I built this company from the ground up, as an entrepreneur. We got an investor, and we put everything together. This is a 15-employee company. I made tons and tons of boards that had all of our imagery, all of our makeup, all of our product shots, all of our model shots. I actually presented it to my mom. I brought her into a room filled with boards and I said, 'Mommy, I've been working on something and I want to show it to you.' She got all choked up and it was a really special moment."
8. But it's also been closer to 30 years in the making.
"I've always been really close to my mom. When I was a little girl, I was just fascinated with her morning beauty ritual. I would wake up and I would see her getting ready for work. She would apply her foundation, her lipstick, her mascara. She would look so, so beautiful, and so strong. She just had such a bravery about her, and it was so inspiring to me. I grew up with this understanding that you can be brave in many different ways, and one of those ways is makeup."
9. Lady Gaga will continue to champion makeup from all brands, not just her own...
"I use this one product called LipSense from Sally Beauty. It's a red lipstick that's liquid, but it has a topper that you put on to make it set so that it doesn't move. We discovered it before the Super Bowl. Sarah found it. We were like, we want red lips, but we don't want it to move or get on the mic, and I was dancing and singing for my life in front of hundreds of millions of people. It's a very inexpensive product, but it works, and I love it.
"I love range. I have everything in my bag from Marc Jacobs' mascara, Velvet Noir, to Maybelline brow gel to Tom Ford and Kevyn Aucoin. I love MAC. I'm not here to be a competitor. I would love to do collaborations with all these brands. I celebrate everyone. Makeup is a beautiful thing. The only thing that I ever find off-putting about brands is when I feel that authenticity is being, sort of, shoved down our throats. I think a brand should be able to stand on its own, with its own pillars, and know that it's authentic, without having to say it."
10. ...and might just pass on her fervor to Little Gagas.
"My mom is beautiful from the inside out. What a rare thing. I really hope that when I have maybe a little girl one day, or a little boy, and they see mommy put her makeup on, that they have the same experience that I did. That's the greatest gift of all, when you can connect with your parents."
This interview originally appeared here.