Lady Gaga’s makeup brand removes ‘triggering’ eyeliner ad after comparisons to self-harm

Ad saw eyeliner pen applied to model’s inner arm

Lady Gaga’s makeup line removes ‘triggering’ eyeliner ad (Getty Images)

Lady Gaga’s makeup brand Haus Laboratories has deleted an ad for eyeliner from Instagram after followers criticised it for being “triggering”.

This week, the beauty brand reportedly shared a video showing its micro-tip liquid eyeliner being used to draw slashes on a model’s inner arm, according to Today.

The advertisement prompted concerned responses from some of the brands more than 801,000 followers, with many pointing out the imagery could be considered triggering for those who have self-harmed.

“That’s really triggering to me to be honest…” one person commented, according to a screenshot captured by Today. “Maybe you should reconsider how you want to present this… I’ve been through a lot and this really brings me back to when I was self-harming, and I’m only a year and a half clean.”

Another person questioned: "Why did you have to use it on the inside of the wrist?"

Others suggested that the brand should have included a trigger warning with the post, with someone else commenting: “I think you should use a trigger warning for self-harm on this… it really is triggering.”

Just hours after sharing the advertisement, it was removed from the platform, with the company instead posting a different ad for it’s kohl eyeliner.

As of now, Lady Gaga nor Haus Laboratories have addressed the backlash, however, the singer has previously been open about her own struggles with self-harm and mental health issues.

In 2019, the A Star Is Born actress revealed that she used to self-harm during an interview with Oprah Winfrey for Elle.

“I’ve actually not opened up very much about this, but I think it’s an important thing for people to know and hear: I was a cutter for a long time, and the only way that I was able to stop cutting and self-harming myself was to realise that what I was doing was trying to show people that I was in pain instead of telling them and asking for help,'” she said, adding that she is “very grateful that I don’t do it anymore, and I wish to not glamorise it”.

The Independent has contacted Haus Laboratories for comment.

If you are experiencing feelings of distress and isolation, or are struggling to cope, The Samaritans offers support; you can speak to someone for free over the phone, in confidence, on 116 123 (UK and ROI), email jo@samaritans.org, or visit the Samaritans website to find details of your nearest branch.

In the US, contact the National Suicide Prevention Lifeline at 1 800 273 8255 or chat online for help.