Haus Labs by Lady Gaga (or simplyHaus Labs; formerly known asHaus Laboratories) is an Americanvegan andcruelty-freecosmetics brand founded byLady Gaga. First launched on September 17, 2019, it was the first beauty line to launch exclusively onAmazon 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 partnerSephora. The company advertises its products as "supercharged clean artistry makeup powered by innovation."
Lady Gaga first used the trademark "Haus Laboratories" between 2012 and 2014, releasing two fragrances,Fame andEau de Gaga, in association withCoty.[1][2]
In February 2018, Gaga filed for trademarks for "Haus Beauty" and "Haus Labs" through her company, Ate My Heart Inc.[3] At theMet 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 withMAC Cosmetics for their 2011 Viva Glam Lipstick campaign, starring in a video directed byNick Knight.[5]
"Our key principles are: a spirit of art, a spirit of science, and the spirit of kindness. As long as those three things are present, I feel like we are doing the thing that we’ve set out to do. I used to always say, 'The world doesn’t necessarily need another beauty brand, but if we can create something that is pushing the boundaries of what it means to make make-up, then it’s worth it.' We want to make make-up for people that love to explore the artist within themselves and see themselves as a canvas. We want to be the supplier of tools, and for those tools to be truly good for you."
Gaga stated in an interview toThe 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]
Haus Labs' first products were available for pre-order forAmazon 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.
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 toSephora 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 ashyaluronic acid and vegancollagen.[13]
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A one-minute launch video titled "Our Haus. Your Rules." was released on July 9, 2019. It was directed byDaniel 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 withBloodpop,Tchami, andBoys 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 asRuPaul's Drag Race All Stars season 2 winnerAlaska Thunderfuck,RuPaul's Drag Race season 10 winnerAquaria, and theYouTubers Aaliyah Jay andPatrick 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]
According to reports by the fashion-industry trade journalWWD, Haus Labs had the third-highest media value of celebrity makeup brands in 2020, earning over $141.7 million, only behindFenty Beauty andKylie Cosmetics.[19] In 2021, the brand had a revenue of around $20 million, according toBusiness Insider.[20]
On September 17, 2019, Haus Laboratories launched the first products, six kits inspired by thehouses of the 1980sball 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 andAriana 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 withRefinery29, 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 thetenth anniversary ofBorn 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 withTony 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]
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