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Cult classics in the beauty industry can rise instantly, and that is certainly the case with Lady Gaga’s Haus Labs. Haus Labs has become one of the most talked about beauty brands in 2024, and it is no surprise. Lady Gaga is one of the most successful and influential pop stars around the globe. With massive hits and a cult following, she has cemented herself as one of the most important figures in pop culture. Her influence continues to grow even as she seemingly has taken a small step away from the music industry to shift her focus to a new career: Makeup. Haus Labs was founded in 2019  as an Amazon Beauty brand; however, it wasn’t until June 2022 that the brand entered its exclusive partnership with Sephora. This introduced an element of luxury and elevated beauty status that the brand had previously lacked. In the years following, Lady Gaga and Haus Labs have been raising the bar in the industry.

 

Haus Labs has been consistently praised for its inclusive formulation (everything from blush and bronzer to foundation) and its skincare-infused complexion products that help to hydrate and provide full-to-medium coverage for almost every skin type. In the past ten years, there has been an influx of celebrity-owned makeup brands flooding the market, and many consumers often see through an almost gimmicky cash grab; however, Lady Gaga has shown that Haus Labs is much more than just her name and is certainly not a phony– it is one of the most well-run beauty brands in the United States.

 

Lady Gaga envisions her dream for the company as the following: “My vision for Haus Labs centers around the future of clean makeup, supercharged products with innovative formulations and novel ingredients.” The brand is certainly living up to this expectation as Haus Labs is a leader in inclusivity and freedom of expression within the makeup industry, and this is further supported by the hiring of Rokael Lizama, a talented and widely celebrated celebrity makeup artist. Haus Labs is also committed to maintaining a high standard of clean formulations, with over 2700 ingredients banned from any brand formulations due to questionable concerns regarding their safety. This internal framework and organization speaks to the success and wide reach of Haus Labs. 

 

While all Haus Labs products have high quality, the most revered is the Trilocone Skin Tech Foundation. The foundation is one of the most well-loved products in the beauty community across all brands– this is not without reason. The formulation is top tier with 51 shades and jam-packed with skin-care-loving ingredients like fermented arnica and Bioferment 7 complex. In a clinical trial conducted by Haus Labs, 96% of participants reported that their skin looked healthier. The launch of the Trilocone Skin Tech Foundation was the turning point for the company. It put Haus Labs on the map with top competitors and cemented them as a beauty brand to watch out for.

 

Founded as Haus Laboratories in 2019, the brand struggled with sales and wasn’t really breaking any barriers or making any waves. In 2022, the company name was changed, and Haus Labs entered an exclusive partnership with Sephora — a far more luxurious storefront than Amazon. Everything from packaging and marketing to the brand's mission statement pivoted in a new direction. The focus on skincare became first and foremost, and the brand felt cohesive. This allowed them to create layers and a story to expand their consumer base. Haus Labs is a widely celebrated makeup brand – with many makeup artists sharing that it is an amazing brand to own within a professional kit. This speaks to the influence and true artistry that Lady Gaga is bringing to the industry due to the top-tier formula. 

Makeup is a story. Many celebrity brands fail, and one of the biggest reasons is due to a lack of creative vision. Consumers are hesitant to support brands whose products are seemingly released with no vision or story in mind. Lady Gaga created a shift towards skincare and clean beauty – this gave the brand substance and something more than her celebrity status to draw consumers. While celebrities have large bases of fans, that doesn’t necessarily mean that consumers are going to continually support release after release. Haus Labs needed something special to set the company apart from other brands, and through their formulations and truly inclusive practices they are certainly paving the way to be a dominant powerhouse in the industry.