It is with an immaculate complexion, slicked-back hair clearing her face and dressed in a very sober black dress that she appears to us.
A thousand miles from the extravagance of
Bad Romance
or the opulence of
Poker Face
, Lady Gaga shows herself almost without makeup during this digital conference.
The artist met with a handful of journalists from several European countries where his cosmetics brand, Haus Labs, is established, exclusively at Sephora.
In a limited time slot and much less intimate than expected, the star's schedule, currently in full preparation for her new album, is so overloaded.
But Stefani Germanotta, her real name, assures her: “I am really highly involved in this company on a daily basis.
I design the products until they are launched, I supervise the business, I make sure that all the departments work well together.”
However, she admits: “It is true that I am not the “typical” founder of celebrity cosmetics brands.
You don't often see me posing next to a product.
But I think this is not a problem, because we focus above all on the quality and scientific effectiveness of our products, rather than selling an idea of unattainable beauty.
A point of honor that it has made since the new start given to its brand in 2022.
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Lady Gaga, founder of the cosmetics brand Haus Labs.
Press/Haus Labs/Sephora
Start again from the beggining
Indeed, after the first launch of “Haus Laboratories” in 2018 with exclusive distribution on Amazon, to which its own fans criticized a very commercial artistic direction and questionable quality, the brand suffered a failure and ended up breaking its partnership with the multinational.
A complete rebranding later, it was reborn under the name “Haus Labs by Lady Gaga” and transformed into an inclusive, “clean” and care-infused cosmetics range.
A foundation and a concealer (available in 51 and 31 shades respectively) open this new chapter.
“I didn’t want to sell my looks.
I didn't want people to idealize my appearance and try to achieve a look based on my personal preferences or what I promote,” she explains in a solemn tone.
“I wanted to create high-quality makeup that cares for your skin.
The idea is not to offer as many options as possible, but products validated by all skin tones in order to offer equal options to everyone.
Science, high performance and kindness were essential values for me.”
The collection plans to expand immediately with blushes, bronzers, highlighters and tinted lip treatments.
In addition to being free of more than 2,600 toxic or suspected toxic substances, all are formulated based on the same patented high-tech active ingredient with anti-inflammatory and antioxidant properties.
“I used arnica for years to soothe my joint pain.
So, I wondered if it could also have an impact on the skin if we used it in our compositions.
So we fermented it to see if it would visibly reduce the redness,” she continues, adding that she is particularly concerned by this problem: “It speaks to me personally, because I have a lot of it.
I wake up with redness every morning!”
The milestone of thirty
This change of image and this desire to reclaim her business went hand in hand with Lady Gaga's personal and professional evolution, observed in recent years.
The one who was once renowned for her daring and eccentric beauty looks, both in her music videos and on the red carpets, has dropped the mask and no longer hesitates to show herself as she is naturally on her social networks.
Read also: Pimples and visible redness: Lady Gaga reveals herself naturally in a video on Instagram
“My relationship with makeup has evolved and gained wisdom over the years.
At the beginning, I used it to transform myself and find my identity as an artist.
It was an interesting way for me to explore fashion,” says the musician.
“But when I entered my thirties, makeup became a way of taking care of myself every day.
I've gone from bold black eyeliner and red lipstick to a good foundation and concealer that cares for my skin.
Today, I want something fresh, light and that lasts throughout my day as a businesswoman, performer, singer, artist and philanthropist.”
However, the heroine of the film
A star is born
specifies that she does not oppose these two points of view.
“As women, since we were young, we have been told that we should wear makeup to present ourselves to the world, but when we wear makeup that is too bold, we are criticized for wearing too much makeup.
I find this unfair.
We question our reputation, we are described as superficial,” she laments, believing that “makeup is a way of taking care of yourself, of feeling better about your skin” above all.
Insecurities
When she was younger, immersing herself in her brushes was mainly an outlet for young Stefani.
“I’ve always seen it as a form of self-expression.
I went to a school where wearing makeup wasn't allowed.
So as soon as I came out, I couldn't wait to express who I was.
I would go and buy everything I could afford and I would come home to experiment, I would try out everything I could borrow from my mother,” she remembers.
“It was when I was 17, 18 that I really started experimenting with looks because I was playing in musicals at a school at the end of my street.
Then, when I started performing more and more in New York as a singer, makeup was a way to create a new version of myself, to understand my identity, to have confidence in myself as a I had never felt it before.
I was very self-conscious when I was younger, I suffered from a lot of insecurities.
Makeup taught me to feel powerful.”
I was very self-conscious when I was younger, I suffered from a lot of insecurities.
Makeup taught me to feel powerful
Lady Gaga
At the age of 37, the actress intends to continue to be at the forefront and to shake up the codes through the promising revival of Haus Labs.
“When I started my career, being a conventional beauty wasn't what worked for me.
I was more focused on artistic performance and the ability to push boundaries.
I have always been someone who fought back against feminine norms and the rules of patriarchy.
It has always been part of me,” she recalls.
I have always been someone who fought back against feminine norms and the rules of patriarchy.
It's always been a part of me
Lady Gaga
Paradigm shift
If her rebellious state of mind, free from conventions, remains unchanged, Lady Gaga's field of action is now migrating towards that of the beauty industry.
“We live in an era where aesthetics dominate, particularly because of social media and branding.
I don't despise the people who celebrate it, I think it's a form of art and another way of approaching life that belongs to everyone," she explains, "but I see a big change happening. profiler, which moves away from this search for aesthetics and goes rather towards that of product ethics.
Since the Covid pandemic, not only have people given particular importance to care and want to know what they are putting on their face, but they want to use innovative and beneficial products for their skin.
We live in an era where aesthetics dominate, particularly because of social media and branding.
Lady Gaga
Well-being ritual
An education in well-being that Lady Gaga says she became aware of very early, from her childhood.
“My first memory with makeup is associated with my mother.
Every morning, she cleansed her skin, applied moisturizer, and performed a facial self-massage, before applying makeup.
I was fascinated by the way she took so much care of herself,” she confides, “even though she was not an artist in the literal sense, as I was able to become, in a certain way. , she “performed” every day at work.
Her makeup routine wasn't just a step in her wellness ritual, but it was how she wanted to present herself to the world.
I think that inspired me, at a very young age, to see it as
self-care
.”
While waiting to see her in the skin of Harley Quinn in the film
Joker 2: Folie à deux
next October, Lady Gaga is giving carte blanche to her community of fans to explore their creativity with these new tools.
“My vision of beauty comes from all the stories I have heard around the world.
I have been fortunate to travel and perform in front of millions of people over the past two decades.
This audience is not just fans who buy your music or your makeup.
These are real people with real lives, real stories, from real communities and who take on real responsibilities.
It made me want to create something that could help them feel good.”
Campaign photo from Haus Labs, Lady Gaga's cosmetics brand.
Press/Haus Labs by Lady Gaga/Sephora
(1) Haus Labs by Lady Gaga will be available exclusively at Sephora, from March 26, 2024 and in preview on the Sephora application from March 22, 2024.