Haus Beauty

Haus Labs by Lady Gaga, formerly Haus Laboratories, is a vegan and cruelty-free cosmetics company co-founded by entertainer Lady Gaga and Ben Jones, who serves as CEO. Launched in September 2019, the brand initially made history as the first major beauty line to launch exclusively on Amazon. This venture marked Lady Gaga's first independent business, inspired by her early days as a singer and her belief in makeup as a powerful tool for self-expression. Ben Jones brought his experience as Chief Digital Officer at The Honest Company and as an executive in the gaming industry to his role as co-founder and CEO.

In June 2022, the company underwent a significant rebranding, relaunching as Haus Labs by Lady Gaga and shifting its retail partnership to Sephora, with plans to expand to over 500 stores across the US and Canada. This transformation included a renewed focus on "clean" beauty, removing over 2,700 "questionable" ingredients and incorporating skin-loving components into their formulas. This strategic pivot was deeply personal for Lady Gaga, who drew from her own health struggles with fibromyalgia to infuse products with innovative ingredients like fermented arnica, known for its anti-inflammatory properties. The rebrand proved successful, with the company reporting a 400% year-over-year growth from 2021 to 2022 and achieving significant social media traction.

Haus Labs operates in the prestige color cosmetics market, offering a wide range of products for the face, eyes, and lips. Its business model combines direct-to-consumer sales through its website with a major retail partnership with Sephora. The brand's product line is advertised as "supercharged clean artistry makeup powered by innovation." Key products include the Triclone Skin Tech Foundation, which went viral on TikTok and is available in 51 shades, the Bio-Radiant Gel Powder Highlighter, and the PhD Hybrid Lip Oil. The company leverages a strong digital marketing strategy, heavily utilizing influencer collaborations on platforms like TikTok and Instagram to reach a broad audience interested in beauty and self-expression.

Keywords: clean beauty, celebrity makeup, vegan cosmetics, cruelty-free, artistry makeup, Lady Gaga, Sephora exclusive, Triclone Skin Tech Foundation, fermented arnica, influencer marketing, direct-to-consumer, color cosmetics, self-expression, inclusive beauty, high-performance makeup, sustainable packaging, digital brand, beauty innovation, social media marketing, prestige cosmetics