Haus Labs by Lady Gaga blends clean beauty with innovation and bold artistry. With viral hits and global reach, the brand is redefining makeup through skincare-infused formulas and inclusive, high-performance products.
Who Is Lady Gaga?
Real Name: Stefani Joanne Angelina Germanotta
Stage Name: Lady Gaga
Born: March 28, 1986
Birthplace: New York City, U.S.
Nationality: American
Profession: Singer, songwriter, actress, entrepreneur, activist.
Known for outrageous fashion—think meat dress at the 2010 VMAs. Her stage name “Lady Gaga” was inspired by Queen’s song Radio Ga Ga. She's classically trained in piano and has perfect pitch.
Early Life and Education; Gaga was born to an Italian-American family in Manhattan. She began playing piano at age 4 and wrote her first song by age 13. Attended Convent of the Sacred Heart, a private all-girls Catholic school. Studied at NYU’s Tisch School of the Arts (Collaborative Arts Project 21), but dropped out at 19 to pursue music full-time.
Music Career Highlights; Lady Gaga rose to fame in the late 2000s with her blend of pop, dance, and shock-art aesthetics.
Major Collaborations:
Activism and Philanthropy; Born This Way Foundation (2012) – Co-founded with her mother Cynthia Germanotta. Focuses on youth empowerment and mental health. Strong advocate for LGBTQ+ rights, anti-bullying, and mental health awareness
Awards and Recognition; 13 Grammy Awards. 2 Golden Globe Awards. 1 Academy Award. Billboard’s Woman of the Year (2015). Named in TIME’s 100 Most Influential Peopless
Los Angeles, CA – Haus Labs by Lady Gaga, the beauty brand known for fusing cutting-edge skincare with bold color cosmetics, continues to dominate the global beauty market with impressive growth, top-selling products, and strategic international expansion.
Haus Labs by Lady Gaga (originally launched as Haus Laboratories) is a vegan, cruelty-free, and clean beauty brand founded by Lady Gaga. The brand debuted on September 17, 2019, marking the first major beauty line to launch exclusively on Amazon. It was initially released in nine countries, including the United States, United Kingdom, France, Germany, and Japan.
Emphasizes self-expression, inclusivity, and kindness. The products are formulated without over 2,700 potentially harmful ingredients, aligning with the brand's commitment to clean beauty. Additionally, every purchase supports the Born This Way Foundation, which focuses on youth mental health and fostering a kinder, braver world.
Product Line
Haus Labs by Lady Gaga offers a diverse range of clean, vegan, and cruelty-free beauty products that blend artistry with innovative skincare ingredients. Here's an overview of their key product categories:
All Haus Labs products are formulated to be clean, vegan, and cruelty-free, aligning with the brand's commitment to innovation and kindness. They are available for purchase through their official website and at Sephora.
The initial launch featured three core products:
These products were designed for versatility, allowing users to apply them in various ways.
In June 2022, Haus Labs relaunched with a new retail partnership with Sephora, expanding its reach and product offerings. Notable additions include the Triclone Skin Tech Foundation, which received the 2024 Allure Readers' Choice Breakthrough Award for its long-lasting medium coverage and skin-brightening properties.
Another standout product is the B Structural Mascara, praised for its innovative vegan B Silk polypeptide formula that nourishes and strengthens lashes. Beauty editors have highlighted its ability to provide customizable volume and definition without clumping or flaking.
Recent Developments
To promote the B Structural Mascara, Lady Gaga released a playful jingle titled "The Lash Song" on TikTok, which garnered a humorous and enthusiastic response from fans.
Additionally, Haus Labs has expanded its presence in the Asia-Pacific region by appointing the Australian luxury agency MAXMEDIALAB to lead its communications and brand activation strategy in Australia, New Zealand, and parts of Asia Pacific.
Since its rebranding and relaunch in 2022 with an emphasis on “clean artistry” and innovation, Haus Labs has captured the attention of beauty enthusiasts and professionals alike. Its viral Triclone Skin Tech Foundation alone racked up over 10 billion views on TikTok, propelling the brand to household name status and making it one of the most sought-after complexion products of the decade1.
Target Market and Product Philosophy
Positioned for Gen Z and Millennial consumers who prioritize inclusivity, high-performance ingredients, and vegan, cruelty-free formulas, Haus Labs offers a full suite of makeup essentials. The brand is celebrated for its blend of artistry and science—particularly its signature formulas powered by fermented arnica, bio-engineered peptides, and clean ingredients.
“Beauty should not only look good, but feel good and be good for you,” said Lady Gaga during the European relaunch campaign. “With Haus Labs, we’re bringing radical self-expression and clean innovation together.”
Originally launched in the U.S., Haus Labs now sees its strongest markets in:
Best-Selling Products Worldwide
Several products have emerged as consumer favorites across continents:
The Road Ahead
Following its explosive rise in North America and Europe, Haus Labs is expected to expand further into Asia-Pacific markets, with rumors of launches in South Korea and Australia by late 2025. The brand’s innovation-forward approach and the star power of founder Lady Gaga continue to resonate with diverse audiences worldwide.
From pop icon to clean beauty mogul, Lady Gaga’s latest transformation is redefining the global beauty scene—one radiant face at a time.
Lady Gaga ventured into the beauty industry with Haus Laboratories (now Haus Labs) for a mix of personal, creative, and cultural reasons that align with her identity as an artist and activist. Here's what motivated her move into this business line:
Lady Gaga has always used makeup as a tool for transformation and performance. She’s said that makeup helped her build her identity and confidence when she felt insecure growing up. In her words:
“I never felt beautiful, and I still have days that I don’t feel beautiful. All of the insecurities that I’ve dealt with my whole life… I put makeup on and before I know it, I feel this superhero inside.”
Haus Labs is an extension of that philosophy—empowering people to create their own beauty on their own terms.
Championing Inclusivity and Kindness
Her brand isn't just about selling makeup—it's about inclusivity, self-love, and kindness. Gaga wanted Haus Labs to reflect a broader social mission, including: Being gender-inclusive and ethically conscious. Supporting mental health initiatives through the Born This Way Foundation. Rejecting traditional beauty standards and focusing on authenticity.
From day one, Haus Labs did things differently: It was the first major beauty brand to launch exclusively on Amazon in 2019. Gaga emphasized clean, vegan, cruelty-free formulas—well before these became mainstream industry demands. She wanted to disrupt the norms, just as she’s done in music and fashion.
Creative Control and Ownership
Unlike some celebrity beauty lines that are heavily backed by outside corporations, Lady Gaga was deeply involved in the creation of Haus Labs—from product design to marketing. She used her creative background to make every product and campaign visually and emotionally powerful.
Strategic Business Opportunity
The celebrity beauty market was booming around 2018–2019 with brands like Fenty Beauty (Rihanna) and Kylie Cosmetics (Kylie Jenner). Gaga’s global appeal, combined with her brand of radical self-expression, gave Haus Labs a unique voice in a saturated market—positioning it as a high-potential beauty venture with long-term growth.
Sources:
1. CosmeticsDesign-Europe. “Europe a ‘critical milestone’ for Haus Labs by Lady Gaga, says brand CEO.” March 26, 2024.
2. Retail Dive. “Haus Labs by Lady Gaga expands into Europe with Sephora.” 2024.
3. PR Newswire. “Haus Labs by Lady Gaga Launches in Europe Exclusively with Sephora Across 12 EU Countries.” March 26, 2024.
