Haus Labs by Lady Gaga

Haus Labs by Lady Gaga is an American makeup brand co-founded by the singer Lady Gaga (Stefani Germanotta) and the makeup artist Ben Jones, with headquarters in El Segundo, California. It began in 2019 as "Haus Laboratories" and was, according to Wikipedia, the first beauty line to launch exclusively through Amazon as a retailer partner [6]. After an initial run that drew limited commercial traction, the line was relaunched in June 2022 under its current name, moving to Sephora and repositioning around clean, skincare-infused makeup. The brand remains active, with current product launches on its own site and distribution across Sephora in the United States, Canada, the United Kingdom and Europe.

The company's founding date is recorded two ways. The original cosmetics line launched on September 17, 2019, which marks the brand's lineage; the relaunch as "Haus Labs by Lady Gaga" is dated June 9, 2022, and some sources treat that pivot as a fresh start [6]. 2019 is taken as the founding year, with 2022 as a relaunch milestone.

Lady Gaga had used the "Haus Laboratories" name before it became a cosmetics brand. Between 2012 and 2014 she released two fragrances, Fame and Eau de Gaga, in association with Coty [6]. In February 2018 she filed trademarks for "Haus Beauty" and "Haus Labs" through her company, Ate My Heart Inc., and the cosmetics line followed in 2019 as her first solo beauty venture, distinct from her earlier MAC Cosmetics Viva Glam collaboration [6]. Ben Jones is credited as co-founder alongside her.

The 2019 launch placed the line on Amazon in nine countries, including France, Germany, Japan, the United Kingdom and the United States [6]. Commercially, the early range struggled despite Lady Gaga's profile. The June 2022 relaunch reset the brand: it changed its name from Haus Laboratories to Haus Labs by Lady Gaga, switched its retail partner from Amazon to Sephora, and shifted toward ingredient-conscious formulas, removing what the company describes as more than 2,600 questionable ingredients from its line.

Haus Labs is privately held and independent of the large beauty conglomerates. Lady Gaga holds the trademarks through Ate My Heart Inc., and the brand secured backing from Lightspeed Venture Partners, an investor whose portfolio has included Goop and Stitch Fix [6].

The brand's stated tagline is "Clean, Skincare-Infused Makeup," and it frames its approach as transparency rather than naturalness alone. According to Haus Labs, its products are "made with both synthetic and natural ingredients of safe, superior quality—because we know that not every natural ingredient is good and not every synthetic ingredient is harmful." The company says its formulas are made without more than 2,700 ingredients it considers questionable, among them PEGs, phthalates, mineral oil, sulfates and parabens. It also lists its products as vegan, cruelty-free, fragrance-free and "Clean at Sephora" certified.

Inclusivity and mental health sit at the centre of the brand's messaging. Haus Labs describes its mission as creating "beauty for all with versatile, multitasking formulas tested on an extensive range of skin tones and types," and it directs a donation from every purchase — stated as one to two dollars — to the Born This Way Foundation, the youth mental-health non-profit Lady Gaga co-founded with her mother Cynthia Germanotta in 2012 [4].

The line spans face, lip, cheek and eye makeup. Its signature product is the Triclone Skin Tech Foundation, offered in 51 shades, with a matching Triclone Skin Tech Concealer in 31 shades; other notable items include the Atomic Shake Lip Lacquer and the Power Sculpt Velvet Bronzer. The brand markets several proprietary complexes, including Triclone Skin Tech, BioFerment 7 Complex, IntelliZen 7 Complex and Bio-Radiant Technology.

A recurring hero ingredient is what the company calls patent-pending Fermented Arnica, which it claims is "860% more potent than conventional arnica" and says helps reduce visible redness and even skin tone [2]. Other featured ingredients include marine algae extract, hyaluronic acid, plant squalane, prickly pear oil, vegan collagen and ceramides. Haus Labs describes its products as dermatologist tested and clinically proven.

Haus Labs was named Best New Brand at the 2020 Allure Readers' Choice Awards, and the Triclone Skin Tech Foundation took Best Clean Makeup at Allure's 2023 Best of Beauty Awards [6]. In 2020, Women's Wear Daily reported that the brand had the third-highest media value among celebrity makeup brands that year, earning more than $141.7 million, behind Fenty Beauty and Kylie Cosmetics [6]. The relaunched range gained particular traction on TikTok; the hashtag #hauslabsfoundation has drawn close to 10 billion views [8], and E! News noted that the foundation, setting powder and lip lacquers spread widely on the platform [7].

Haus Labs is active. It maintains a direct-to-consumer site with current launches and is distributed through Sephora across the United States, Canada, the United Kingdom and Europe, shipping to more than 100 countries.