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Lady Gaga to launch Haus Beauty line, boutique on Las Vegas Strip

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April 12, 2019 By John Katsilometes

It’s not a theater makeover, but it’s a center for makeovers at a theater.

Lady Gaga is set to launch her oft-rumored Haus Beauty line, with a boutique under construction at Park Theater at Park MGM Grand. The debut of the new line and boutique is expected in late May.

Sources who are familiar with her plans for the line at the theater report it is the space under construction near the left side facing the venue entrance. That space was previously for all Park MGM headliners’ merchandise, and the construction panels are promoting Aerosmith’s current run at the theater and also upcoming residencies by Bruno MarsJanet Jackson, Gaga and Cher.

Also, Gaga is expected to return to Park Theater for a run in late-December, including a performance on New Year’s Eve, that has yet to be announced. Tickets for her posted dates run through Nov. 3, with a “Jazz + Piano” performance.

Gaga has been hinting at a new cosmetics line for several months. In December, her Ate My Heart company applied for a trademark for the Haus Beauty brand. The trademark covers myriad products, including perfume, foundation, lipstick, highlighter, nail polish and facial cleanser. The name plays off Gaga’s longtime team, Haus Gaga, and in 2016 she had the word “Haus” tattooed on her left arm, behind her elbow, in honor of the 10-year partnership.

Wednesday, ardent Gaga followers found that HausLaboratories.com redirects to the under-construction website HausBeauty.com, and the company’s new YouTube channel is now featured on Gaga’s own official YouTube channel.

Gaga has yet to embark on her own cosmetics company. But industry publications note she is eager to follow a similar brand-expanding effort as Rihanna’s successful Fenty Beauty line, while capturing fans entering and exiting her “Enigma” and “Jazz + Piano” productions.

Gaga has previously served as celeb spokeswoman for the M.A.C. Viva Glam campaign in 2009 and 2010, developing her created her very lipstick and lip gloss shades to raise funds for AIDS research. Gaga also launched her signature fragrance, Lady Gaga Fame, with COTY in 2012.

Her residency, a must-see on the Strip, resumes with six dates from May 30-June 4.


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