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Lady Gaga relaunches beauty brand Haus Labs

The clean makeup brand touts innovation and proprietary skincare ingredients—and will be available in 500 Sephora stores throughout North America by year-end

Lady Gaga relaunches beauty brand Haus Labs
Founder and Models from Left to Right: Yuma, Lady Gaga, Tonoia, Roxanne, Ciara, Valentina, Nya and Hunter. [Photo: Domen & Van De Velde]

Lady Gaga relaunches Haus Labs by Lady Gaga today—originally brought to market in 2019 as an Amazon exclusive, the beauty brand will now be available both online and at select Sephora locations in the United States and Canada. Marketed as “clean” makeup—which means ingredients, such as sulfates, parabens, phthalates, and formaldehyde are absent from the 90-product range—Haus Labs also incorporates an eco bent: primarily using nonplastic and post-consumer recycled materials in its packaging, as well as declaring its intent to be 100% carbon neutral within five years.

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Founder Lady Gaga wearing Optic Intensity Eco Gel Eyeliners in Chartreuse Matte, Charcoal Matte and White Onyx Matte, and Le Monster Lip Crayon in Melon Matte [Photo: Inez and Vinoodh]
The relaunch announcement also touts patent-pending and first-to-market skincare ingredients in the cosmetics’ formulations—including the anti-inflammatory-fermented Arnica, which Gaga has personally used long-term to cope with chronic pain.

“At Haus Labs, artistry is for everyone, and no one should have to damage their skin or sacrifice their principles and values to be self-expressive with high-performance makeup,” Lady Gaga said in a statement.

At relaunch, the products span 7 categories: all-over pigment paints, available in 20 shades, priced at $24; gel powder highlighters, available in 10 shades, priced at $40; gel powder bronzers, available in 12 shades, priced at $38; sheer lip oil, in 4 shades, priced at $24; 18 shades of eyeliner, priced at $22; 13 shades of brow pencil, priced at $22; and lip crayon, available in 13 shades, priced at $22.

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By the end of 2022, the brand plans to enter three additional cosmetics categories, grow to 145 SKUs, and be available in 500 Sephora stores throughout North America.

Founder Lady Gaga showcasing a supercharged clean artistry look wearing Hy-Power Pigment Paints, The Edge Precision Brow Pencil, Optic Intensity Eco Gel Eyeliner Pencils, and Bio-Radiant Gel Powder Highlighter [Photo: Domen & Van De Velde]
“We built Haus Labs to be a product-first organization, driven by innovation, led by people with big ideas and big hearts,” Kelly Coller, chief marketing officer of Haus Labs, said in a statement. “Every single consumer touchpoint is net-new—from our strategy and brand DNA to our new visual brand language, to social and points of distribution, we left no stone unturned.”

[Photo: courtesy of Haus Labs]
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About the author

Danica Lo is a Fast Company contributing editor covering marketing, branding, and communications.

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