Lady Gaga has a very hands-on approach to advertising her cosmetics brand, HAUS Laboratories, and it was no different in her latest marketing campaign.
In a steamy photo that emerged on HAUS’ Instagram last Saturday, Lady Gaga kneels down wearing nothing but a pair of nude panties, with her long dyed silver hair covering most of her bare top half.
Holding her hands above her head, Lady Gaga shows off her toned body and multiple tattoos that trail along the left side of her body.
Gaga’s makeup look was completed with smokey eyeshadow and heavy eyeliner — a look created by her personal makeup artist, Sarah Tanno, who has worked with the superstar since 2009 and now also works with HAUS.
Lady Gaga, who was born Stefani Joanne Angelina Germanotta, launched her cruelty-free brand last year.
She explained to fans that her passion for makeup started long ago when she was a child, inspired by her mother, who she has described as powerful and strong.
HAUS, which sells eyeshadows, eyeliner, lipsticks, blush, and highlighters, was created to encourage self-expression among people interested in makeup and cosmetics and promote kindness, love, and bravery.
And this is not the first time the HAUS founder has taken center stage to advertise her new products. Lady Gaga is often seen on HAUS’ social media pages, featured in posts captioned with inspirational messages for fans and customers, or attracting new buyers for online sales. However, so far, none have been as raunchy as the most recent campaign.
Earlier this year, in September, following the release of “911” and its accompanying short film, Lady Gaga shared a video on YouTube which gave fans an insight into what life is like behind the scenes filming her music videos.
Amassing almost 50 million views so far, the video shows the singer getting ready, preparing to film, and facing the cameras to create “911.”
This week, the pop diva hinted that she is expanding her company.
The Star Is Born actress shared an Instagram video where she made a comment that appears to be focused on a skincare line.
She wrote: “The first step to good makeup is #skincare. I’m a super nerdy fairy about this. I believe almost all skin problems are caused by the disruption of skin barrier and microbiome. My trick is to use solutions that balance my skin by interrupting any inflammation caused by free-radicals or products. So…I use products I develop…exclusively for me.”
A fan asked: “WHAT DOES IT MEAN” Another supporter responded: “Haus Labs skincare. 👀” A backer made the same claim: “skincare products? 👁👄👁”
Lady Gaga is serious with her business.