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The brand, Haus Laboratories, will launch in
September for shoppers in nearly a dozen countries, including
the United States, Germany and Japan, Amazon said.
The move underscores how the world's biggest online retailer is
increasing competition with traditional cosmetics sellers like
Ulta Beauty <ULTA.O> and Sephora-parent LVMH <LVMH.PA>, which
recently launched a beauty brand by singer Rihanna.
Lady Gaga, who shared an Academy Award this year for the
original song "Shallow," said Amazon was the right partner
because it embraced her message of self-acceptance.
"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 singer told publication The Business of
Fashion, which reported the news earlier Tuesday. "The answer is
no. No deal."
Amazon's push into cosmetics includes a private label skin care
brand called Belei.
(Reporting By Jeffrey Dastin in San Francisco; Additional
reporting by Sarah White and Melissa Fares; Editing by Cynthia
Osterman)
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