Lady Gaga’s promotional video for her makeup line Haus Laboratories has everything: club kids, bondage gear, glitter tears, and the most intimidating marketing hashtag of all time, #BATTLEFORYOURLIFE. In her typical subversive fashion, the Oscar winner begins the clip by snarling, “The last thing the world needs is another beauty brand. But that’s too bad.”
The first sentence in Gaga’s cheeky voiceover has a point. In the last few years, Rihanna, Madonna, Victoria Beckham, Drew Barrymore, Kim Kardashian, and Miranda Kerr have all launched makeup lines of their own.
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