Since Haus Labs's birth, Tanno has been itching to create and release gel pencil eyeliners because they've always been the most valuable product in her kit. "Sometimes I don't even use eye shadow," she says. "If you have really good liners with a great formula, you can do so much with them.
That empowering effect is exactly what Lady Gaga and Haus Laboratories set out to achieve with their latest launch, Eye-Dentify Gel Pencil Eyeliner. "We created these so you could write your own stories, develop your own perspectives, and show the world what you want them to see," Gaga tells Allure.
With Eye-Dentify, Tanno has essentially created her dream liner formula: one that glides easily, delivers full-coverage pigment, and can't be smudged once it's dried down. "I love them because they're easy, and it's not like you have to be a makeup artist [to use them]," she explains.
Even if you aren't making a grand statement about your individuality, the simple act of doing your eye makeup can do wonders for your mood. "I think these came in a really great time because it is such a tool of expression, and that's all people are doing right now," Tanno concludes. "I encourage people to take the pressure off and to have fun and actually go do your makeup. 'Cause it feels better.
Don't fall in line, draw your own. " Gaga echoes that exact sentiment: "I love when people push boundaries to create their own definitions of who they are," she says. "Your expression ends wherever you draw the line, and nobody draws the line for you, ever.
Tanno honest-to-God did that in front of me on a Zoom call, by the way, so I'm not exaggerating. "That's what I love about this product… you don't have to be a perfectionist," she says.
And because they come in both neutral and vibrant shades (in matte and metallic finishes), everyone gets their little piece of the pie. "It's so straightforward for someone who, maybe they wear a brown eyeliner every day.
Every look is entirely yours, and no one else can dictate whether it's good or not. "You don't have to do what everyone else is doing," Tanno declares. "What's your point of view?
As makeup artist and Haus Laboratories global artistry director Sarah Tanno tells Allure, the eyeliners have been in the works for two whole years, and it's easy to see why.