Lady Gaga fans are excited the pop star has released a makeup line that champions self-expression and diversity. But some aren't please with the platform she chose to sell it through.
Haus Laboratories officially launched Monday, allowing fans to pre-order multi-use color makeup products for cheeks, eyes and lips in six shade families on its website and on Amazon to coincide with Prime Day. Products will ship in September.
Though many fans celebrated the launch, some expressed disappointment that Gaga had opted to partner with Amazon given the company's current battle with employees over working conditions.
Gaga is using the brand to encourage her fans to embrace their own ideas about beauty. In a recent Instagram post about Haus, she recalled "inventing" Lady Gaga when she was a child, watching her mom put on makeup in the mornings.
"I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true," she wrote. "I found the superhero within me by looking in the mirror and seeing who I wanted to be. Sometimes beauty doesn't come naturally from within. But I'm so grateful that makeup inspired a bravery in me I didn't know I had. I've come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just Born This Way."
Many fans on social media applauded the pop star for using the brand to make a powerful statement.
"Make-up w/a message is what makes this line so inspiring & unique," one fan tweeted. "Bravery is a state of heart & mind, I can't wait to wear this #HAUSLABORATORIES line as a badge of honor."
"About to go broke over #HAUSLaboratories," one fan tweeted with GIF of Gaga applying lipstick on the Met Gala red carpet.
But several fans voiced disdain for the fact that the makeup is being sold through Amazon, especially because it means "supporting amazon on the ONE day we want them not to," as one fan put it.
Workers at an Amazon warehouse in suburban Minneapolis planned a strike and rally on Prime Day in a continuing push to improve pay and working conditions for the facility's heavily East African workforce.
USA TODAY has reached out to Gaga's publicist for comment.
"My love for lady Gaga and makeup is strong but my hate for Amazon is stronger so guess I won't be preordering haus laboratories! #BoycottPrimeDay," one Twitter user wrote.
"I'm glad Lady Gaga partnered with Amazon for her make up collection cuz now I won't waste any of my money on it," another echoed.
"Love when a vocal human rights advocate, advocates for the exploitation of warehouse workers," one fan wrote sarcastically. "Yaaaas Gaga!"
Another argued that "people whining about #HausLaboratories deal with Amazon... can literally choose to buy products on the official website instead."
Contributing: Associated Press
This article originally appeared on USA TODAY: Lady Gaga launches Haus Laboratories on Amazon Prime Day to backlash