Lady Gaga's Beauty Debut on Amazon Could Mark a New Era for the Retailer

Haus Laboratories tries an unconventional brand rollout by skipping stores

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Nothing Lady Gaga does is conventional, and that now includes launching her new beauty brand exclusively on Amazon for a global rollout.

In a move that shocked the beauty retail industry, Lady Gaga’s upcoming beauty line Haus Laboratories will be available on Amazon in nine countries starting in September, as well as its own website. The launch has the potential to change brands’ perception of the ecommerce platform.

“A lot of companies do not like to be on Amazon because they believe it degrades their brand,” said Michelle Grant, head of retailing at Euromonitor, a market research company.

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