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Haus Labs

Haus Labs by Lady Gaga (or simply Haus Labs; formerly known as Haus Laboratories) is an American vegan and cruelty-free cosmetics brand founded by Lady Gaga. First launched on September 17, 2019, it was the first beauty line to launch exclusively on Amazon as a retailer partner, and released in nine countries including France, Germany, Japan, the United Kingdom, and the United States. Haus Labs relaunched on June 9, 2022 with new retail partner Sephora.

History

Background

Lady Gaga first used the trademark "Haus Laboratories" between 2012 and 2014, releasing two fragrances, Fame and Eau de Gaga, in association with Coty.[1][2]

In February 2018, Gaga filed for trademarks for "Haus Beauty" and "Haus Labs" through her company, Ate My Heart Inc.[3] At the Met Gala in May 2019, fans began to suspect that the makeup she wore was a preview of her upcoming brand. She had also used the hashtag #HausBeauty on several posts on her Instagram. Haus Laboratories is Gaga's first solo cosmetics venture;[4] previously, she had collaborated with MAC Cosmetics for their 2011 Viva Glam Lipstick campaign, starring in a video directed by Nick Knight.[5]

Gaga stated in an interview to The Business of Fashion that the partnership with Amazon was made because only they would allow her to commercialize a brand with her principles, saying "no message of self-acceptance, no deal".[7]

The first iteration of the team assembled by Gaga and CEO Ben Jones, the former executive at The Honest Company and Zynga (a mobile game company behind FarmVille and Words with Friends), consisted of 15 people, such as veterans from Milk Makeup and Benefit Cosmetics owned by LVMH, as well as Gaga's makeup artist, Sarah Tanno, the brand's global artistry director. They also secured backing from Lightspeed Venture Partners, an investor in companies including Goop and Stitch Fix.[8]

Beauty line launch (2019–2022)

Haus Labs' first products were available for pre-order for Amazon Prime members and through the company's website on July 15, 2019.[9] For the official launch, Gaga hosted a party, called "Haus Party", with 500 guests, on September 16, 2019, in Santa Monica. During her speech, she claimed "we're not just launching makeup. This is a glamour attack on the world to be accepting, humble, brave and, above all, empowered to be kind. No matter how you identify, all are welcome at Haus Laboratories".[10] It was launched simultaneously on Amazon in nine countries, including the US, France, and Germany, while customers from other locations could order from the company's online store.[7] The first products included lip liner, lip gloss, and liquid-to-powder shimmer.

Rebranding (2022–present)

In 2022, Haus Laboratories was renamed "Haus Labs by Lady Gaga" as part of its rebranding campaign. The brand was relaunched June 9, 2022, moving from Amazon to Sephora as its retail outlet.[11] The first round of products became available at select outlets, with plans to roll out to over 500 outlets across the United States and Canada in fall.[12] According to Gaga, 2,700 "dirty" ingredients were removed during the rebranding process, replaced with ingredients such as hyaluronic acid and vegan collagen.[13]

Business

Marketing

A one-minute launch video titled "Our Haus. Your Rules." was released on July 9, 2019. It was directed by Daniel Sannwald and featured Gaga encouraging people to embrace the individuality and express it through bold makeup and body art with her collection of makeup.[14] The video was accompanied by the then-unreleased "Babylon" (Haus Labs version), produced by Gaga in collaboration with Bloodpop, Tchami, and Boys Noize.[15] Promoting part one of the Cosmic Love Holiday Collection, Haus Labs released a video featuring Gaga along with other models wearing the new products.[16] On May 18, 2020, the brand released a video with Gaga accompanied by guests such as RuPaul's Drag Race All Stars season 2 winner Alaska Thunderfuck, RuPaul's Drag Race season 10 winner Aquaria, and the YouTubers Aaliyah Jay and Patrick Starrr among others, lip syncing to "Stupid Love", promoting the eye shadow palette of the same name.[17] On July 31, 2020, a video featuring Gaga was released to promote their gel pencil eyeliners, named Eye-Dentify.[18]

Sales

According to reports by WWD, Haus Labs had the third-highest media value of celebrity makeup brands in 2020, earning over $141.7 million, only behind Fenty Beauty and Kylie Cosmetics.[19] In 2021, the brand had a revenue of around $20 million, according to Business Insider.[20]

Products

On September 17, 2019, Haus Laboratories launched the first products, six kits inspired by the houses of the 1980s ball culture. They featured three products each: Glam Attack (a shimmer pigment), R.I.P. Lip Liner, and Le Riot Lip Gloss.[21] On November 14, the line announced that they would be launching their first holiday collection, titled Cosmic Love, with a new formula and more glittered lip liners, lip gloss, and shimmer powders, along with their first-ever bullet lipstick. It was released on November 18, 2019.[22]

On May 19, 2020, Haus Labs launched the Stupid Love Palette, inspired by Gaga's sixth studio album, Chromatica (2020).[23] On August 4, 2020, the brand released their new collection of gel pencil eyeliners, made into 20 different shades and available in three different finishes. Both Gaga and Ariana Grande wore these eyeliners in the music video for "Rain On Me".[24] On October 6, 2020, Haus Labs launched a blush–highlighter duo and a bronzing–highlighter duo. In an interview with Refinery29, Gaga stated "we formulated them to be a silky powder, that leaves a clean buildable finish with rich, flirtatious hues and beaming highlighters. I've named them Heat Spell and Head Rush to indicate the ecstasy of celebrating you."[25]

As part of the celebration of the tenth anniversary of Born This Way, on June 8, 2021, Haus Labs released the Bad Kid Vault, a limited-edition makeup box set including 16 products, such as eyeliners, lip crayons, lip glosses and a red sparkle lipstick.[26] The brand also launched the Be Kind. Be Brave. Be You. Bundle, which included Gaga's anthology book, Channel Kindness: Stories of Kindness and Community and three lip crayons.[27] On September 28 of that year, Haus Labs released the Love for Sale Eyeshadow Palette, inspired by her second collaborative album with Tony Bennett, Love for Sale (2021).[28]

On September 8, 2022, the brand launched their first line of complexion products, the Triclone Skin Tech liquid foundation. Including 51 shades, it had one of the most expansive and inclusive array of shades for a cosmetic company's first release.[29]

Awards and accolades

Haus Laboratories

  • Best New Brand, 2020 Allure Readers' Choice Awards[30]
  • Edge Precision Brow Pencil
  • Best Brow Pencil, 2021 Allure Best of Beauty Awards[31]

Haus Labs By Lady Gaga

  • Triclone Skin Tech Medium Coverage Foundation
  • Best Breakthrough Product (Color Cosmetics), BeautyMatter NEXT Awards 2023[32]
  • Best Clean Makeup, Allure Best of Beauty Awards 2023[33]
  • Best Lightweight Foundation For Smooth Coverage, PureWow "The 19 Best Lightweight Foundations for Smooth Coverage" 2023[34]
  • Best Foundation For Redness, Real Simple "The 15 Best Foundations of 2023, Tested & Reviewed" 2023[35]
  • Best Foundation For Redness, Woman's World "The 12 Best Foundations for Mature Skin That Will Cover + Repair Flaws" 2023[36]
  • Best Foundations For Dry Skin: Medium Coverage, VOGUE "The Best Foundations for Dry Skin, According to Pro Makeup Artists and Vogue Editors" 2023[37]
  • Nourishing Foundation, Oprah Daily Beauty O-Wards 2023[38]
  • Best Foundation Overall, New York Post "We tested the best full-coverage foundations of 2023: Here are our 14 favorites" 2023[39]
  • Best Foundation For Calming, ELLE "12 Best Waterproof Foundations for Streak-Free Days" 2023[40]
  • Best Clean Foundation For Dry Skin, Forbes "The 10 Best Foundations For Dry Skin That Hydrate And Boost Radiance" 2023[41]
  • Best Overall Foundation, Who What Wear "I Tested Natural-Looking Foundations—These 10 Look Just Like My Skin But Better" 2023[42]
  • Best Foundation, Women's Health Beauty Awards 2023[43]

Philanthropy

One dollar from every purchase on Haus Labs' official website is donated to the Born This Way Foundation, a non-profit organization founded in 2012 by Gaga and her mother, Cynthia Germanotta.[44] The same amount from every purchase of the Love for Sale Eyeshadow Palette was donated to Tony Bennett's charity, Exploring the Arts, founded in 1999.[28]

See also

References

  1. SunHee Grinnell. Lady Gaga: Breaking Ground on Her FAME Vanity Fair, 2012-10-01, retrieved 2025-02-07^
  2. Lady Gaga unveils new Steven Klein artwork for Eau de Gaga Yahoo! News, August 11, 2014, retrieved July 28, 2020^
  3. Kate Taylor. Lady Gaga just gave fans another sign that she is launching a makeup line in 2019 Business Insider, September 26, 2018, retrieved 2023-02-27^
  4. Sam Rogers. Haus Laboratories: All the facts about Lady Gaga's new beauty brand Vogue India, July 10, 2019, retrieved July 28, 2020^
  5. Lady Gaga Named MAC Spokesperson — AGAIN! Seventeen, December 17, 2010, retrieved July 28, 2020^
  6. Tish Weinstock. Lady Gaga On The Power Of Make-Up, The Importance Of SPF And Pushing The Boundaries Of Beauty British Vogue, May 23, 2023, retrieved July 28, 2019^
  7. Rachel Strugatz. Revealed: Lady Gaga's New Beauty Line The Business of Fashion, July 10, 2019, retrieved July 28, 2019^
  8. Sam Rogers. Could Lady Gaga's New Make-Up Line Be The Next Fenty Beauty? Vogue UK, July 10, 2019, retrieved July 28, 2019^
  9. Brooke Shunatona. Attention: You Can Now Preorder Lady Gaga's Haus Labs Makeup Products Online—TY, Amazon Prime Day! Cosmopolitan, July 15, 2019, retrieved July 28, 2019^
  10. Ingrid Schmidt, Lindsay Weinberg. Inside Lady Gaga's "Haus Party" to Unveil Cosmetics Line Hollywood Reporter, September 17, 2019, retrieved July 28, 2019^
  11. Rachel Brown. After Launching On Amazon, Lady Gaga's Haus Labs Shifts To Sephora. What Does The Move Say About Beauty Distribution Today? Beauty Independent, May 16, 2022, retrieved June 14, 2022^
  12. Latifah Muhammad. Lady Gaga's Haus Labs Enters New Chapter at Sephora: 'The Future Is Beautiful' Billboard, September 5, 2022, retrieved June 14, 2022^
  13. Carolyn Twersky. Lady Gaga Goes Scientist-Chic While Promoting Haus Lab's Relaunch W Magazine, October 6, 2022, retrieved June 14, 2022^
  14. Audrey Noble. Everything You Need to Know About Lady Gaga's New Haus Laboratories Collection Vogue, July 11, 2019, retrieved July 28, 2020^
  15. Joey Nolfi. Lady Gaga's Chromatica team reveals the history and future of her new era Entertainment Weekly, June 12, 2020, retrieved July 28, 2020^
  16. Jeena Sharma. Lady Gaga's Haus Holiday Collection Is Here Paper, November 18, 2019, retrieved July 28, 2020^
  17. Daniel Megarry. Lady Gaga releases new Stupid Love video with Drag Race stars Aquaria and Alaska Gay Times, May 18, 2020, retrieved July 28, 2020^
  18. Lady Gaga stuns in Haus Laboratories gel eyeliner campaign Fashion Gone Rogue, August 3, 2020, retrieved August 6, 2020^
  19. James Manso. Fenty Beauty, Kylie Cosmetics Top Celebrity Brand Rankings Women's Wear Daily, April 7, 2010, retrieved January 30, 2021^
  20. Ellen Thomas. Lady Gaga's Haus makeup launch on Amazon bombed and triggered a 'mass exodus' of talent, former employees say. Now it's pinning its hopes on its Sephora debut. Business Insider, May 16, 2022, retrieved March 19, 2025^
  21. Emily Rekstis. Here's a Sneak Peek at Lady Gaga's Haus Laboratories Makeup Launch Us Weekly, July 11, 2019, retrieved July 28, 2020^
  22. Shea Simmons. Lady Gaga's Haus Labs Holiday Collection Will Be On Your Wish List This Year Us Weekly, November 14, 2019, retrieved July 28, 2020^
  23. Lady Gaga's Haus Labs is dropping a 'Stupid Love' palette Dazed, May 14, 2020, retrieved July 28, 2020^
  24. Lady Gaga's make-up artist Sara Tanno on Haus Labs' trends and tricks Dazed, August 4, 2020, retrieved August 4, 2020^
  25. Karina Hoshikawa. Lady Gaga's Beauty Brand Is Launching Bronzer & Blush – Here Are The Exclusive Detailss Refinery29, October 1, 2020, retrieved October 6, 2020^
  26. Bad Kid Vault Haus Laboratories, retrieved June 8, 2021^
  27. Be Kind. Be Brave. Be You. Bundle Haus Laboratories, retrieved June 8, 2021^
  28. Celia Ellenberg. "This Is Me Singing to You Through Makeup Instead of My Voice": Lady Gaga Opens Up About Her Lyrical New Eye Palette Vogue, September 28, 2021, retrieved August 10, 2021^
  29. Annie Blay. The TikTok Hype About the Haus Labs Triclone Skin Tech Foundation Is Very Real Allure, October 15, 2022, retrieved January 8, 2023^
  30. These Are the Winners of Our Allure Readers' Choice Awards for 2020 Allure, retrieved September 15, 2021^
  31. Best of Beauty 2021: The Best Eye Makeup Products of 2021 Allure, retrieved September 15, 2021^
  32. The Best in Beauty 2023: BeautyMatter NEXT Award Winners beautymatter.com, 2023, retrieved 2023-12-01^
  33. Best of Beauty 2023: Clean Beauty Allure, retrieved 2023-12-01^
  34. Stephanie Sengwe. The 19 Best Lightweight Foundations for Smooth Coverage, Vetted by Editors and Makeup Artists PureWow, 2023-11-28, retrieved 2023-12-01^
  35. The 15 Best Foundations of 2023, Tested & Reviewed Real Simple, October 2, 2023, retrieved 2023-12-01^
  36. The 12 Best Foundations for Mature Skin That Will Cover + Repair Flaws Woman's World, 2023-09-21, retrieved 2023-12-01^
  37. The Best Foundations for Dry Skin, According to Pro Makeup Artists and Vogue Editors Vogue, 2020-12-09, retrieved 2023-12-01^
  38. Oprah Beauty O-Wards 2023: We Tested Hundreds of New Products to Find the Very Best Oprah Daily, 2023-08-09, retrieved 2023-12-01^
  39. The 14 best full-coverage foundations we tested in 2023 2023-07-28, retrieved 2023-12-01^
  40. 12 Best Waterproof Foundations That Won't Melt on Even the Hottest Days ELLE, 2023-07-24, retrieved 2023-12-01^
  41. Molly Calhoun. The 10 Best Foundations For Dry Skin That Hydrate And Boost Radiance Forbes, retrieved 2023-12-01^
  42. Kaitlyn McLintock. I Tested Natural-Looking Foundations—These 10 Look Just Like My Skin But Better Who What Wear, 2023-08-20, retrieved 2023-12-01^
  43. WH Editors Tested Hundreds Of Products To Find The Best In Beauty Women's Health, 2023-05-09, retrieved 2023-12-01^
  44. Building a kinder + braver world, together Haus Laboratories, retrieved July 30, 2020^