Haus Labs

Haus Labs, formerly known as Haus Laboratories and now commonly styled Haus Labs by Lady Gaga, is an American color-cosmetics brand founded by musician and performer Lady Gaga. The company entered the market in 2019 with a proposition that connected makeup to performance, identity, self-acceptance and creative freedom. Rather than presenting cosmetics solely as products for conventional beautification, the brand positioned them as tools for personal expression and transformation. Its launch language emphasized openness to people of every identity and encouraged customers to define their own approach to glamour. The brand's roots predate its formal launch. Gaga had previously participated in MAC Cosmetics' Viva Glam campaign and had used the Haus Laboratories name in connection with fragrance projects developed with Coty. In 2018, trademarks for Haus Beauty and Haus Labs were filed through Gaga's company, Ate My Heart Inc. The eventual cosmetics venture was developed with a small founding team led by chief executive Ben Jones, with creative input from Gaga and makeup artist Sarah Tanno. The business also obtained venture backing from Lightspeed Venture Partners. Haus Labs launched on September 17, 2019, after opening selected products for preorder in July. It debuted as an Amazon retail partner and was notable for launching simultaneously on Amazon in nine countries, including the United States, France, Germany, Japan and the United Kingdom. The initial assortment centered on makeup kits containing Glam Attack shimmer pigment, R.I.P. Lip Liner and Le Riot Lip Gloss. The products were organized around references to club and ball-culture aesthetics, while the launch campaign presented makeup as an inclusive form of confidence and self-definition. The brand also sold directly through its own website. During its first phase, Haus Labs expanded into holiday products, bullet lipstick, eyeshadow, gel eyeliners, blush, highlighter and bronzer. Several launches connected the product range to Gaga's music and public creative work, including the Stupid Love Palette, the Chromatica-era campaign, the Bad Kid Vault and the Love for Sale Eyeshadow Palette. The company also used collaborations with performers, drag artists and online creators to communicate its expressive and community-oriented identity. In 2022, the company undertook a significant repositioning. It changed its name from Haus Laboratories to Haus Labs by Lady Gaga, moved its principal retail partnership from Amazon to Sephora and relaunched with a stronger emphasis on vegan, cruelty-free and clean beauty formulations. The relaunch stated that 2,700 ingredients regarded by the company as undesirable had been removed or replaced, alongside the use of ingredients such as hyaluronic acid and vegan collagen. This phase broadened the brand from an expressive color line into a more complete makeup business. The relaunch's key product was Triclone Skin Tech Foundation, introduced in September 2022 in 51 shades. The complexion launch became the brand's most prominent commercial and editorial success, receiving recognition from Allure, BeautyMatter, Oprah Daily, Vogue, ELLE, Forbes and other beauty publications. Haus Labs continues to operate as a private, celebrity-founded beauty brand distributed through its website and Sephora, with a portfolio spanning complexion, lip, eye, cheek and highlighting products. Its stated charitable model includes a one-dollar donation from each purchase on the official website to the Born This Way Foundation, while purchases of the Love for Sale Eyeshadow Palette supported Tony Bennett's Exploring the Arts charity.

Lady Gaga's relationship with the Haus name began before the cosmetics company itself. Between 2012 and 2014, she used Haus Laboratories in connection with fragrance releases developed with Coty, including Fame and Eau de Gaga. She had also established credibility in the beauty category through her participation in MAC Cosmetics' Viva Glam campaign in 2011. In February 2018, trademark filings for Haus Beauty and Haus Labs were made through Ate My Heart Inc., the company associated with Gaga. The cosmetics brand was assembled during 2018 and 2019 with Gaga as founder, Ben Jones as chief executive and Sarah Tanno as global artistry director. The initial team included personnel with experience at companies such as Milk Makeup and Benefit Cosmetics. Lightspeed Venture Partners provided backing. Gaga selected Amazon as the initial retail partner after describing the importance of preserving the brand's message of self-acceptance and inclusivity. Products became available for preorder to Amazon Prime members and through the brand website on July 15, 2019. Haus Laboratories officially launched on September 17, following a launch event in Santa Monica. Its first range consisted of six kits inspired by 1980s ball culture. Each kit combined Glam Attack shimmer pigment, R.I.P. Lip Liner and Le Riot Lip Gloss. The brand's first launch film, Our Haus. Your Rules., presented makeup and body art as means of individuality and was released in July 2019. The company subsequently introduced the Cosmic Love holiday collection, including glittered lip products, shimmer powders and a bullet lipstick. In 2020, the company broadened its assortment with the Stupid Love Palette, Eye-Dentify gel pencil eyeliners, and cheek products including blush-highlighter and bronzer-highlighter duos. Its marketing used Gaga's music and a network of performers and creators, including drag artists and beauty personalities. In 2021, the brand marked the tenth anniversary of Born This Way with the Bad Kid Vault and a Be Kind. Be Brave. Be You. Bundle. It also introduced the Love for Sale Eyeshadow Palette, tied to Gaga's collaborative album with Tony Bennett. The brand received early recognition including an Allure Readers' Choice award for Best New Brand in 2020 and an Allure Best of Beauty award for the Edge Precision Brow Pencil in 2021. A major strategic reset occurred in 2022. Haus Laboratories became Haus Labs by Lady Gaga, and the company moved its principal retail relationship from Amazon to Sephora. The relaunch began on June 9, 2022, initially through selected Sephora locations and online channels, with a planned expansion to more than 500 stores in the United States and Canada. The new positioning stressed vegan, cruelty-free and clean formulations. According to the company, the reformulation removed 2,700 ingredients considered undesirable and introduced ingredients including hyaluronic acid and vegan collagen. The first major complexion product of the relaunch was Triclone Skin Tech Foundation, released on September 8, 2022 in 51 shades. Its shade range and skincare-oriented formula helped establish Haus Labs beyond its original expressive color identity. In 2023, the foundation received a series of awards and recommendations, including BeautyMatter's Best Breakthrough Product in Color Cosmetics and Allure's Best Clean Makeup recognition, as well as mentions from major beauty and lifestyle publications. Philanthropy has remained part of the brand's public identity. The company states that one dollar from each purchase made on its official website is donated to the Born This Way Foundation, the nonprofit founded by Gaga and her mother Cynthia Germanotta. The Love for Sale Eyeshadow Palette was associated with a one-dollar donation per purchase to Tony Bennett's Exploring the Arts. Haus Labs remains a privately held, active cosmetics brand distributed through its website and Sephora, with products across complexion, lips, eyes, cheeks and brows.

1. 2023Triclone Skin Tech Foundation receives awards

   The foundation earned multiple beauty-industry awards and editorial recommendations.

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2. 2022Rebrand and Sephora relaunch

   Haus Laboratories became Haus Labs by Lady Gaga and relaunched through Sephora with a clean-formula strategy.

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3. 2022Triclone Skin Tech Foundation introduced

   The brand entered complexion makeup with a 51-shade liquid foundation.

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4. 2021Bad Kid Vault and Love for Sale Palette released

   The brand issued a Born This Way anniversary collection and later a palette connected to Gaga and Tony Bennett's Love for Sale album.

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5. 2020Expansion into palettes, eyeliners and cheek products

   Haus Labs added the Stupid Love Palette, Eye-Dentify eyeliners and blush-highlighter and bronzer-highlighter duos.

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6. 2019Haus Laboratories launches

   The brand officially launched on September 17 with Amazon as its initial retail partner and availability in nine countries.

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7. 2018Haus Beauty and Haus Labs trademarks filed

   Trademark applications for Haus Beauty and Haus Labs were filed through Ate My Heart Inc., preceding the cosmetics company's public launch.

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Premium accessible clean makeup focused on vegan and cruelty-free formulas, broad shade inclusivity, expressive color and self-acceptance.

• Glam Attack Liquid ShimmerEye and face shimmer2019

  One of the original Haus Laboratories products, Glam Attack is a liquid-to-powder shimmer designed for expressive eye and face looks. It was sold in launch kits alongside lip products and helped establish the brand's high-impact, performance-oriented aesthetic.

• Le Riot Lip GlossLip gloss2019

  Le Riot Lip Gloss was part of the original 2019 launch kits. It represented the brand's early emphasis on bold, layered lip looks and was marketed with the expressive, inclusive visual language used across the first Haus Laboratories campaign.

• R.I.P. Lip LinerLip liner2019

  R.I.P. Lip Liner launched with the original Haus Laboratories kits. The liner was intended to be combined with the brand's gloss and shimmer products, forming part of the modular makeup sets inspired by club and ball-culture styling.

• Stupid Love PaletteEyeshadow palette2020

  Released in 2020, the Stupid Love Palette connected Haus Labs to Lady Gaga's Chromatica era. Its launch used Gaga's music, visual identity and creator participation to present color cosmetics as an extension of pop performance and self-expression.

• Eye-Dentify Gel Pencil EyelinerEyeliner2020

  Eye-Dentify was introduced in 2020 as a gel pencil eyeliner collection offered in 20 shades and three finishes. The range was promoted through Gaga and music-video visibility, including appearances associated with Rain On Me.

• Bad Kid VaultMakeup collection2021

  The Bad Kid Vault was a limited-edition 2021 set created for the tenth anniversary of Born This Way. It included 16 makeup products across eyeliner, lip crayons, gloss and red sparkle lipstick, presenting a retrospective package of Gaga-associated beauty looks.

• Love for Sale Eyeshadow PaletteEyeshadow palette2021

  Released in 2021, the Love for Sale Eyeshadow Palette was inspired by Gaga and Tony Bennett's collaborative album. The launch also carried a philanthropic component supporting Exploring the Arts.

• Triclone Skin Tech FoundationFoundation2022

  Triclone Skin Tech Foundation was Haus Labs' first major complexion product and launched in September 2022 with 51 shades. The relaunch positioned it as a skin-focused, medium-coverage foundation using the brand's clean-formula and inclusive-shade strategy. It became the company's most highly recognized product, receiving numerous 2023 awards and editorial recommendations.

• 2022Haus Labs by Lady Gaga Sephora relaunch

  United States · Canada

  The rebrand and retail transition introduced the clean-formula positioning and prepared the company for distribution through Sephora stores and digital channels.

  Outcome. Retail and positioning repositioning

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• 2020Stupid Love Palette campaign

  United States · International

  Gaga appeared with Alaska Thunderfuck, Aquaria, Aaliyah Jay, Patrick Starrr and other guests in a lip-sync-oriented video supporting the Stupid Love eyeshadow palette.

  Outcome. Product awareness campaign

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• 2019Our Haus. Your Rules.

  United States · International

  The one-minute launch film introduced Haus Laboratories through Gaga's message that makeup and body art could express individuality. Directed by Daniel Sannwald, it used bold beauty imagery and the then-unreleased Haus Labs version of Babylon to establish the brand's rebellious and inclusive tone.

  Outcome. Brand launch campaign

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• 2019Cosmic Love Holiday Collection

  United States · International

  A holiday campaign featuring Gaga and models promoted the first seasonal collection, emphasizing glittered lip products, shimmer powders and celebratory makeup.

  Outcome. Seasonal product campaign

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• 2022Shift from Amazon to Sephora and rebrand the companyStrategy

  After operating under the Haus Laboratories name with Amazon as its principal retail partner, the company pursued a broader beauty positioning and a new retail distribution model.

  What changed. The brand adopted the name Haus Labs by Lady Gaga, moved its main retail partnership to Sephora and relaunched with vegan, cruelty-free and clean-formula messaging.

  Aftermath. The change expanded the brand's physical retail presence in the United States and Canada and coincided with its move into complexion products.

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• 2022Launch Triclone Skin Tech FoundationProduct launch

  The relaunch sought to extend Haus Labs beyond its original lip, eye and shimmer assortment into complexion makeup.

  What changed. Haus Labs introduced a liquid foundation in 51 shades, supported by a skin-focused formula narrative.

  Aftermath. The foundation became the brand's principal award-winning product and received extensive editorial recognition in 2023.

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• 2023Haus Labs receives major recognition for Triclone Skin Tech Foundation

  The foundation received awards and editorial recommendations from BeautyMatter, Allure, Oprah Daily, Vogue, Forbes, ELLE and other publications.

  Other
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• 2022Haus Labs relaunches through Sephora

  The company rebranded as Haus Labs by Lady Gaga, shifted its main retail partnership from Amazon to Sephora and repositioned around clean, vegan and cruelty-free makeup.

  Product launch
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• 2022Haus Labs introduces Triclone Skin Tech Foundation

  The brand entered complexion makeup with a 51-shade liquid foundation, one of its broadest and most important product launches.

  Product launchProduct generation
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• 2022Haus Labs moves to Sephora and relaunches

  The brand adopted the Haus Labs by Lady Gaga name, changed its principal retail partner from Amazon to Sephora and introduced a revised product philosophy.

  Product launch
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• 2020Haus Labs launches Stupid Love Palette

  The eyeshadow palette was associated with Lady Gaga's Chromatica-era creative work and was supported by a campaign featuring performers and digital creators.

  Product launchCampaign
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• 2020Haus Labs introduces Eye-Dentify gel eyeliners

  The brand released gel pencil eyeliners in 20 shades and multiple finishes; Gaga and Ariana Grande wore the products in the Rain On Me video.

  Product launch
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• 2020Haus Labs releases the Stupid Love Palette

  The brand introduced an eyeshadow palette associated with Gaga's Chromatica music era.

  Product launch
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• 2019Haus Labs launches as an Amazon-exclusive beauty brand

  Lady Gaga's cosmetics brand debuted on Amazon and its own website, launching in nine countries with lip, eye and shimmer products.

  Product launch
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• 2019Haus Labs releases its first holiday collection

  The Cosmic Love Holiday Collection expanded the range with glitter-focused lip and shimmer products and the brand's first bullet lipstick.

  Product launch
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• 2019Haus Laboratories launches through Amazon

  Lady Gaga's cosmetics brand debuted with Amazon as its initial retail partner and launched in multiple countries.

  Product launch
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1. Haus Labs
2. Haus Labs official website