How a pop star used Amazon to launch a values-driven beauty empire
In short: When Lady Gaga launched Haus Labs, she didn't just seek retail space; she sought a partner that shared her principles. By bypassing traditional beauty boutiques for an exclusive Amazon debut, she proved that a commitment to self-acceptance and vegan formulas could command massive global media value.
The origins of Haus Labs trace back to the early 2010s. Between 2012 and 2014, Lady Gaga utilized the 'Haus Laboratories' trademark to release fragrances like Fame and Eau de Gaga in partnership with Coty. However, her first solo cosmetics venture, launched on September 17, 2019, was a distinct endeavor. Initially, the brand operated as Haus Laboratories, releasing products like the Glam Attack pigment and R.I.P. Lip Liner across nine countries, including the US, UK, Japan, France, and Germany.
The brand's entry into the market was notable for its retail strategy. Gaga chose Amazon as her exclusive partner because the platform allowed her to maintain a specific message of self-acceptance. Under the leadership of CEO Ben Jones—a former executive at The Honest Company—the team recruited industry veterans from Milk Makeup and Benefit Cosmetics to build a vegan and cruelty-free line. By 2020, the brand's media value reached over $141.7 million, ranking third among celebrity beauty brands, trailing only Fenty Beauty and Kylie Cosmetics.
In June 2022, the brand underwent a significant transformation, rebranding as 'Haus Labs by Lady Gaga' and moving its retail partnership to Sephora. This relaunch was more than a name change; it was a formulation overhaul. Gaga reported that 2,700 'dirty' ingredients were removed and replaced with skin-nourishing components like hyaluronic acid and vegan collagen. This evolution continued with the 2022 launch of the Triclone Skin Tech liquid foundation, which featured an inclusive 51-shade range and earned widespread critical acclaim for its performance on various skin types.
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- Summary by Intellect · source: Haus Labs
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