Lady Gaga is already a singer, actress and restauranteur. Now she’s adding another title to her resume: makeup mogul. Lady Gaga’s company, At My Heart Inc., is working on securing a trademark for a new beauty company called Haus Beauty, per an exclusive on The Blast. Like her pop culture predecessor Madonna, who started with music and later progressed into acting and most recently, her own skin care line, Lady Gaga has followed a similar trajectory. Other recent releases, including Rihanna’s Fenty Beauty line and Jennifer Lopez’s partnership with Inglot Cosmetics, have launched with resounding success. So, it’s a natural progression that Gaga would enter the space, too.
This is not Gaga’s first beauty rodeo. The singer’s first foray into the beauty space was in 2012, when she launched a perfume called Fame. She also collaborated with MAC Cosmetics on Viva Glam lipstick campaigns in 2009 and 2011.
Haus Beauty will include a full range of makeup, including foundation, eyeliners, eye shadows and lipsticks. It will also include facial cleansers, toner, scrubs, moisturizer, hand cream, masks, highlighter, bronzer, body oil, face wipes, sunscreen, self-tanner, nail polish and more. The patent application also includes reference to something called “beauty milk,” whatever that may be.
It’s important to note that a trademark application doesn’t always mean a project is a sure thing. But in the case of Fenty Beauty, super fans of Rihanna did discover a trademark for Fenty Beauty way before full-ranges of foundation shades were officially the new standard.
As of yet, there has been no official confirmation from the songstress. However, she’s been planting a few Instagram-feed hints about a potential new project — she’s also posted a few beauty-focused photos without crediting a makeup artist. Her Marc Jacobs Beauty makeup artist, Sarah Tanno, typically does the makeup honors for the singer’s red-carpet and performance looks. Gaga has also been using the hashtags #haus, #hausofgaga and #hauseditorials.
There’s no word yet on when Haus Beauty is expected to launch, but no doubt, Gaga’s legions of fans are anxiously awaiting. Until then we’ll just have to wonder if maybe she’s Born This Way, or maybe it’s Haus Beauty.