Amazon continues to target and move into the beauty industry with a variety of cosmetics. Most recently, they partnered with Lady Gaga to create a new line of beauty products. The brand is called Haus Laboratories and will be for sale exclusively through Amazon. It will launch in September and be available in almost a dozen countries, including the US, Germany, and Japan. These markets are the largest worldwide in terms of beauty consumers and were clearly strategically selected by Amazon.
Being the world’s largest online retailer, they wish to compete with traditional cosmetics retailers, such as Ulta Beauty and LVMH – the parent of Sephora. Cosmetics companies are also partnering more and more with celebrities to help boost their brands. Sephora recently launched Fenty with music artist Rihanna and experienced amazing success. Lady Gaga stated that she believes Amazon to be the best partner for her as they embrace her message of self-acceptance. Including this new brand with Lady Gaga, Amazon also has a private skin care label called Belei.