Lady Gaga introduces new makeup brand

Gaga
(Courtesy Haus Labs)

Lady Gaga has always been thought of as an innovator. Now, the multi-platinum singer and actress has a new makeup brand. Haus Labs by Lady Gaga is an all-new, ground-breaking, clean, prestige makeup brand delivering supercharged clean artistry makeup powered by innovation.

The brand debuts today, June 9, 2022 exclusively at SEPHORA and hauslabs.com.

The clean and colorful makeup assortment – 90 SKUS in seven key categories – promises no-compromise color backed with HausTech Powered skin-loving, futuristic formulas. The June assortment includes game-changing all over paints (for eyes, lips, cheeks), next-generation gel-powder bronzers, super radiant highlighters, ultra-hydrating lip oils, and colorful lip crayons, eco gel pencil eyeliners (in every color imaginable) as well as user-friendly, perfectly-engineered brow pencils in 5 color families. 

All products are created with kindness: clean, cruelty-free and vegan – kind to people, animals, the planet and skin. The new packaging – primary and secondary – is modern, chic, sustainability-minded, intuitive, and color-coded.

“I’m extremely excited to announce that we are bringing brand-new, supercharged, clean artistry makeup to the world, through a place that has inspired me for years, Sephora! 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. The Future is Beautiful,” Lady Gaga told Reel 360 News.

HAUS LABS BY LADY GAGA Founder and Models from Left to Right: Yuma, Lady Gaga, Tonoia, Roxanne, Ciara, Valentina, Nya and Hunter. Shot By: Domen & Van De Velde
HAUS LABS BY LADY GAGA Founder and Models from Left to Right: Yuma, Lady Gaga, Tonoia, Roxanne, Ciara, Valentina, Nya and Hunter. Shot By: Domen & Van De Velde

HAUS LABS BY LADY GAGA Founder Lady Gaga showcasing a supercharged clean artistry look wearing Hy-Power Pigments Paints, The Edge Precision Brow Pencil, Optic Intensity Eco Gel Eyeliner Pencils, and Bio-Radiant Gel-Powder Highlighter. Shot By: Domen & Van De Velde
HAUS LABS BY LADY GAGA Founder Lady Gaga showcasing a supercharged clean artistry look wearing Hy-Power Pigments Paints, The Edge Precision Brow Pencil, Optic Intensity Eco Gel Eyeliner Pencils, and Bio-Radiant Gel-Powder Highlighter. Shot By: Domen & Van De Velde

HAUS LABS BY LADY GAGA Gondola | Courtesy of Haus Labs
HAUS LABS BY LADY GAGA Gondola | Courtesy of Haus Labs

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“We built HAUS LABS to be a product-first organization, driven by innovation, led by people with big IDEAS and big hearts. We even built five new departments! 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. Our goal is to showcase clean, no compromise color, deep and rich product stories, inclusivity, and makeup artistry, at all levels. Along with newness, we are thrilled to bring new customers to SEPHORA, including more men who wear makeup. HAUS LABS is on a rocket ship with our exclusive partner, SEPHORA, a retailer I have spent the last 12 years breaking records and building global brands with. The response to HAUS LABS so far has been incredible – we are just getting started”
Kelly Coller, Chief Marketing Officer of Haus Labs.

HAUS LABS BY LADY GAGA is sold ONLY at hauslabs.com (including international), Sephora.com, Sephora.ca, and, on June 9th, in 25 select Sephora stores in California, Florida, Hawaii, Illinois, Massachusetts, Nevada, New York, Texas and Toronto, Canada 

This fall, Haus Labs will continue the momentum, rolling out 500 Sephora stores by year-end. And then, working on committed plans for future, global expansion.

“Great consumer products take time, testing, learning and a commitment to innovation.  I’m very proud of the brand’s new era, and our incredible team. Together with Haus of Gaga, we have built something truly unique and special. We have had incredible support from our investors and our exclusive retail partner, SEPHORA.  We can’t wait for consumers to experience HAUS LABS first-hand,” concludes
Ben Jones, CEO of Haus Labs


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