Amazon has been steadily expanding its beauty business following success in sales; health, personal care and beauty is the third-fastest growing category on the site.
Still, the online retail giant is a surprising choice for the Oscar-winning artist's debut into the world of beauty. Many luxury beauty and fashion brands have shunned Amazon due to its mass-market image and its reputation as a place for deals and discounts, rather than high-end luxury products. But according to The Business of Fashion, pricing for Haus Laboratories cosmetics appear to be more mid-range; a lip gloss is $16, a palette for eyes, lips and cheeks is $49.
Gaga's partnership with Amazon—Haus will be the first major beauty brand to be released exclusively on the platform—is therefore a curveball for the beauty industry. Lady gaga suggested that retaining creative control ultimately drove her decision:

"There are companies that see me and what I stand for and the way that I view the world, and if it's not perfectly in line with what they do…they'll be like, "Can you just change half of the equation?" The answer is no. No deal. No message of self-acceptance, no deal. This was so wonderful because this was like, "Let's make a deal, let's make a deal to change the world with their beauty."