El Segundo, CA // June 9, 2022 - HAUS LABS BY LADY GAGA an all-new, ground-breaking, clean, prestige makeup brand delivering supercharged clean artistry makeup powered by innovation, debuts June 9, 2022 exclusively at SEPHORA and hauslabs.com. The clean and colorful makeup assortment - 90 SKUS in seven key categories – promises no-compromise color backed with HausTech Powered skin-loving, futuristic formulas. The June assortment includes game-changing all over paints (for eyes, lips, cheeks), next generation gel-powder bronzers, super radiant highlighters, ultra-hydrating lip oils, and colorful lip crayons, eco gel pencil eyeliners (in every color imaginable) as well as user-friendly, perfectly-engineered brow pencils in 5 color families. All products are created with kindness: clean, cruelty-free and vegan - kind to people, animals, the planet and skin. The new packaging – primary and secondary - is modern, chic, sustainability-minded, intuitive, and color-coded.
HAUS LABS is sold ONLY at hauslabs.com (including international), Sephora.com, Sephora.ca, and, on June 9th, in 25 select Sephora stores in California, Florida, Hawaii, Illinois, Massachusetts, Nevada, New York, Texas and Toronto, Canada (store locator). This fall, Haus Labs will continue the momentum, rolling out 500 Sephora stores by year end, (with launch products plus three new categories, 145+ SKUS). And then, working on committed plans for future, global expansion.
“I’m extremely excited to announce that we are bringing brand-new, supercharged, clean artistry makeup to the world, through a place that has inspired me for years, SEPHORA! At HAUS LABS, artistry is for everyone, and no one should have to damage their skin or sacrifice their principles and values to be self-expressive with high-performance makeup. The Future is Beautiful.“
- Lady Gaga, Founder of Haus Labs
“Great consumer products take time, testing, learning and a commitment to innovation. I’m very proud of the brand’s new era, and our incredible team. Together with Haus of Gaga, we have built something truly unique and special. We have had incredible support from our investors and our exclusive retail partner, SEPHORA. We can’t wait for consumers to experience HAUS LABS first-hand.” - Ben Jones, CEO of Haus Labs
True to Lady Gaga, the cornerstone of the brand is innovation. All products have futuristic formulas that are high-tech, high-performance and high-pigment as well as “life and lab” stress-tested. The brand’s first-to-market, patent-pending and/ or proprietary ingredients include but are not limited to patent-pending Fermented Arnica, 860% times more powerful than conventional (reducing inflammation and redness). Fermented Arnica was sparked by Gaga’s long-standing use of arnica to help counteract her chronic pain.
PRODUCT BREAK DOWN:
“We built HAUS LABS to be a product-first organization, driven by innovation, led by people with big IDEAS and big hearts. We even built five new departments! Every single consumer touchpoint is net-new - from our strategy and brand DNA to our new visual brand language, to social and points of distribution, we left no stone unturned. Our goal is to showcase clean, no compromise color, deep and rich product stories, inclusivity, and makeup artistry, at all levels. Along with newness, we are thrilled to bring new customers to SEPHORA, including more men who wear makeup. HAUS LABS is on a rocket ship with our exclusive partner, SEPHORA, a retailer I have spent the last 12 years breaking records and building global brands with. The response to HAUS LABS so far has been incredible – we are just getting started.” - Kelly Coller, Chief Marketing Officer of Haus Labs
HAUS LABS commitment to Clean goes well beyond banning 2700+ questionable ingredients, prioritizing safety, quality, performance and sustainability to optimize performance with skincare, science and innovation. The brand is also certified Clean at Sephora. Further, HAUS LABS will be 100% carbon neutral by 2027. We are actively committed to using glass, aluminum, cellulose and post-consumer recycled materials when possible and FSC-certified paper, sourced from sustainably harvested forests, to reduce our climate impact. For more details on clean and green, please go to hauslabs.com.
HAUS LABS BY LADY GAGA is a new CLEAN makeup brand powered by innovation – delivering high-tech, high- pigment high performance products that are proprietary, first-to-market or patent-pending, infused with skin-loving ingredients, in chic, sustainable packaging. HAUS LABS celebrates all ages, shapes, sizes, colors, genders, identities and artistry skill sets. Created with kindness: clean, cruelty-free and vegan. ONLY at Sephora U.S. and Canada and hauslabs.com, where $1 from every purchase goes to Lady Gaga’s Born This Way Foundation, supporting mental health.