English Version | The Muse and the Music - Interview with Sarah Tanno

Makeup artists and musicians work side by side to create a signature look that will be marked in history and our memory. But Sarah Tanno and Lady Gaga work for that never to happen - because it is the unpredictability that makes them timeless. 

Sarah Tanno has the Midas touch that gives life and color to Lady Gaga’s music. Working closely with the singer since 2014, Tanno is the author of the iconic looks that accompanied Joanne (2016) and Chromatica (2020), and worked on the makeup looks for House of Gucci. Lady Gaga is a modern-day chameleon and her constant reinventions aren’t just in the music. To speak of Gaga is to assume that we’ll never be able to define her style (both in personal and musical) and to predict what she will be wearing next. To speak with her makeup artist is to confirm that, but also understand that music and makeup go hand in hand and are two pieces of the puzzle that makes an artist.

Working with Gaga’s team since 2009 and directly with Lady Gaga since 2014, what was the first thing you had to learn? My first learning was to be quick, work on my toes, and adapt to constantly changing environments. Then, learning the differences in the application for different media, like stage, editorial, red carpet, film. Each requires a specific approach. I also learned to never go anywhere without my Haus Laboratories essentials.

What do you consider to be Gaga’s signature look? There is never one signature look with Gaga. There may be a signature style for a certain era or moment, but the look is always shifting and evolving. 

What is the main challenge while working with a music artist? Applying liquid eyeliner during vocal warmups! Luckily, I’ve learned to master this over the years, and as a result, we created the perfect eyeliner (called EYE LIE NER – because it doesn’t LIE). It is long-wear, water-resistant, and the perfect matte black. The best part is that it is SUPER easy to use due to the felt tip applicator, which is great for beginners as well as PROS like myself. It’s fool-proof! 

What are the main differences in creating looks for the stage, red carpet, music videos, editorial? And which one is your favorite? The main differences in makeup looks for stage, red carpet, music, and editorial really are about concepts and end-use. But they all require high pigment, long-wear, and high performance, which is why all of our Haus Laboratories products are tried and tested in these various environments to make sure they always deliver. After all, if the makeup products can handle 24-hour photoshoots, 2-hour concerts, extreme light, and sweat, and work on Gaga’s face as well as of all our backup dancers or other models – then we know we can bring it to market.

Editorial looks are my favorite and my first love. I have a deep connection to fashion photography and editorial presentation as it requires strong teamwork and storytelling to make a photo work. The concept, subject, hair and makeup, the stylist, the photographer; this collaboration is my favorite part of the artistry! Makeup application requires a lighter touch and can range anywhere from absolutely bare to the most colorful, fantastic looks you can imagine - no limits, whatsoever. Of course, like most PROS, I research and study the photographer before the shoot. You have to know who you are working with to understand how they see and capture the beauty and how they use light. This determines the detail of the application, (whether that it should be lighter, softer, or harder, etc).  On the other hand, stage makeup is something I learned while first working with Gaga’s dancers in 2009. It was a completely different format than I was accustomed to and required a different kind of application and skill set. First, you need to make something that looks beautiful from far away. Second, you have to make something look equally fantastic close-up --  on a huge screen.  And third, it has to be stage-proof! Specifically, the makeup application must stay through a 2-hour, sweaty performance, and quick changes -- while maintaining the elevated standards of the artist. This is exactly why we test ALL of our Haus Labs products on stage and with as many skin tones and types as possible. EVERY Haus Labs product must be long-wear, high performance, high—color, and stage-proof. The red carpet is one of the more challenging looks since you have the least amount of control once your client leaves the makeup chair. You do not know what the lighting will be like, if someone kisses her on the cheek, or if the application will get muddled during the event. So, you learn to give it “your all” until the client is thrilled and you have created the magic. But you also must let it go at some point…since MUA’s usually aren’t there for touch-ups. Then with film, the approach to building looks depends on the character and Director. We just wrapped filming House of Gucci in Italy. We created a ton of makeup looks spanning Patrizia’s Gucci’s lifetime, showcasing quintessential Italian Glamour. I cannot wait to share more on this when the film releases! Music videos are an extreme sport. Preparation can take weeks in advance, especially when beginning a new era. I put together a comprehensive presentation of things that I envision after listening to the music. Our team gets together and takes a deep creative dive. Because there are typically anywhere from three to ten looks in a single video, they must each be original, unique, and exciting to fans. These are the looks that inspire recreations. 

How do the makeup artist and the music artist work together to create a visual brand? Music and Beauty go hand in hand! That’s why we created Haus Laboratories. It’s a natural and inspiring combination. Our products intersect with Gaga’s music and art and vice versa. It’s a beautiful intersection. Gaga is unlike anyone I have ever known. She is the perfect muse with a crystal-clear vision of what her visuals will be. We are so aligned on aesthetics and work instinctively off of each other when creating makeup looks. She is the perfect visionary and creator at Haus Labs. She creates iconography moment by moment.

And how does that brand evolve throughout the years? Evolution for us is a continual process. Gaga is in a perpetual state of evolution. Moment by moment, era by era. The Haus Labs products that we are working on now are taking ALL elements to new levels. We cannot wait to share more!

What were some of your favorite looks to create? And what are the stories behind them? There are so many! One is her Superbowl look from 2017.  This is one of the largest stages in the world. Super Bowl performances become iconic and live on forever, so there was a big responsibility to create looks to stand the test of time while also being classic, iconic, and true to Gaga. It was a version of everything she had done to that moment – taking all elements of her career and combining them for this performance. Gaga and I love to create a character. The Countess on American Horror Story: Hotel was fun for me. Envisioning a vampire who lived for more than 100 years, we got to take makeup, hair, and fashion to another level. Our first photoshoot for the launch of Haus Labs was another favorite for me. It was a proud moment and so rewarding to see products that we helped create being shot for a campaign. Seeing products that we produced, then creating looks with them – such a special moment! 

How does music fuel your creativity? When I listen to music, I see it in colors and shapes. I visualize how I could interpret it – it could be stark, sharp, graphic, colorful, soft, shiny, or matte. Music is so emotional to me. It is a personal journey, which makes it so rewarding to work with a visual artist like Gaga.  It is watching magic come together. Seeing what I dreamed up come to life with her vision is one of the most amazing, special parts of my job. We also just launched a creative space at Haus Labs to fuel this creativity, “The Studio by Klarna x Haus Labs”. It is a beautiful, state-of-the-art space serving as a content studio for Haus Labs, guest Creators, and Gaga herself. It also includes a sound stage, a lounge, and a glam room for hair and makeup. Like everything Gaga and Haus Labs, there is more amazing creative work to come soon!

And do you think makeup plays a big part in how we experience music? It definitely does. There is bold makeup looks on stage, in videos, on album covers - and they can all be so different from each other. I think many people might consider that a specific makeup style can say a lot about your music genre unless you are a boundary pusher like Gaga. She is influenced by so many styles of music. I do not think our style of makeup is for any singular type of music fan or musical genre, not one. It is for one person and all at the same time. This is exactly what we are doing at Haus Labs, creating looks and tools to inspire each person in their own way.

Sarah’s makeup bag

She’s the official makeup artist for Haus Labs, the makeup brand launched in 2019 by Lady Gaga, so it’s easy to guess what brand are the essentials she carries in her makeup bag. And even though it may be hard to choose, we asked her what are truly her holy grails.1. My Black Eyeliner Arsenal includes the gel kohl because I like to sketch the eye looks on Gaga’s eyes as a base. I use liquid eyeliner to define and then I use the micro tip for detailed looks. Our best-selling, Eye-lie-ner has survived every tour, film shoot, and 24-hour photo shoot. Eye-lie-ner in the shade Punk, € 20, Haus Labs2. Haus Labs Lip Liner, called R.I.P. in shade Rule is my favorite everyday shade for Gaga. R.I.P. Lip Liner in the shade Rule, € 17, Haus Labs.3. Le Monster Matte in Mastered for the perfect red pout. The one she wore in the launch campaign was the now-iconic Hot Rod. pink. Liquid Lipstick Le Monster Matte in the shades Mastered and Hot Rod, € 19, Haus Labs.4. Gaga is such a chameleon and I am constantly changing her eyebrow color. In fact, depending upon her hair color and look, I typically use 2 colors (like Taupe and Medium Brown). A lighter shade for the base and a darker one to define. The Cinnamon shade looks amazing on her as well. The Edge Brow Pencil, available in 13 shades, € 22, Haus Labs.

Translated from the original, as part of Vogue Portugal's Music Issue, published in june 2021.Full credits and story on the print version.