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Lady Gaga to launch beauty brand Haus Laboratories on Amazon

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Lady Gaga is finally launching her long-awaited beauty brand — and it could be a major win for Amazon on Prime Day 2019.

On Tuesday, the singer announced on social media that Haus Laboratories is preparing to launch, with preorders available starting on July 15.

Haus Laboratories will be the first major beauty brand launched and sold exclusively on Amazon, according to Business of Fashion. The publication reported that the Haus Laboratories launch is planned for September.

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Amazon has been building out its beauty business, launching skin-care line Belei in March and an online beauty store for makeup professionals in June.

This would be Amazon’s first time launching a major beauty line. And, as the sole celebrity-backed brand on Amazon Beauty, Haus Laboratories would gain a different type of exposure than it would have if Lady Gaga had decided to sell the brand at Sephora or Ulta.

With preorders starting on July 15, Haus Laboratories’ debut is set to coincide with Amazon Prime Day, a 48-hour sales event that also kicks off on July 15. Amazon did not immediately respond to Business Insider’s request for comment.

“The last thing the world needs is another beauty brand… but that’s too bad,” Lady Gaga said in a video announcing the launch of the new brand.

Haus Laboratories’ prices will be higher than drug store brands but lower than prestige labels, with lip gloss selling for $16 and kits with products for cheeks, eyes, and lips priced at $49, Business of Fashion’s Rachel Strugatz reported.

Fans have been buzzing about Lady Gaga launching a beauty line for more than a year.

In 2018, the singer filed for trademarks for “Haus Beauty” and “Haus Labs” through her company, Ate My Heart Inc. In September, Lady Gaga posted a series of three Instagrams with the #hausbeauty hashtag.

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