Haus Laboratories, Lady Gag’s makeup line, is releasing a new Stupid Love Eyeshadow Palette and I admit that I tilted my head, looked at the photo posted on Instagram, and muttered out loud, “It’s about bloody time!” But wait, they already have one right!?
I swear, Haus Laboratories was one of the weirdest makeup collection launches ever. When you have Lady Gaga behind a brand you expect really big things but instead of launching with a big bang, Haus Labs really tiptoed softly into our beauty world with a really small launch of product. Unlike Riri’s Fenty Beauty launch, Haus Labs was like a two product launch and there was a lot of fanfare that went into the launch as you had to pre-book it eighteen years in advance. Ok, it wasn’t eighteen years but it was a few months and it was like only on Amazon and it felt like a really big pain in the a$$ to get some Haus Labs makeup.
I mean, are you picturing Lady Gaga sitting at a meeting with a creative team and saying, “Ok, we’re doing this people! We’re launching this line and it’s going to include two products and were bringing it exclusively to Amazon!”
Hi, how ya doing there, I don’t shop makeup all that much on Amazon. Insert shifty eyes here. I really don’t….
Am I alone!?
Ok, you can get it on the Haus Labs website as well but you would think something as huge as a brand created by Lady Gaga would make its way to Sephora or even to a higher-end department store. To date, Haus Labs has 709,000 followers on Instagram. That number should be way bigger. In the brand’s defense, they are very much in their infancy. Stepping into Sephora can be risky business as we know from brands like Obsessive Compulsive Cosmetics. Sephora is great exposure but it also comes at a higher risk for newly launched or indie brands.
On some levels I respect Haus Labs’ roll. They didn’t overwhelm us, they didn’t start producing flashy products right off the bat, they also didn’t slam us with release after release. All this is respectable. However, all this also means our attention wandered quickly. Case in point, I thought the Stupid Love Eyeshadow Palette was the first palette the brand produced when in reality they have another. See? My attention wandered away there for a second. It’s just a very uneventful brand that feels like it should have more followers than it currently does. Will it have any sustainability? Time will tell if we’ll see Haus on the clearance brand at some point.
For those interested, the Stupid Love Eyeshadow Palette launches at Amazon and on on the brand’s website May 19th. It includes 18 shades and will be $48.
Does the launch excite you?