Haus Labs by Lady Gaga (or simply Haus Labs; formerly known as Haus Laboratories) is a vegan and cruelty-free cosmetics brand first launched on September 17, 2019, by Lady Gaga. It was the first major beauty line to launch exclusively on Amazon as a retailer partner, and released in nine countries including the UK, US, France, Japan, and Germany. The first products included lip liner, lip gloss, and liquid-to-powder shimmer.
Haus Labs is relaunch on June 9th, 2022 with new retail partner Sephora. The company's mission is to "spread kindness, bravery, and creativity by providing tools for self-expression and reinvention."
Haus Laboratories originally launched in 2012 as a perfume brand in Paris. It was created in association with Coty Inc., a company founded in 1904 known for its cooperation with designers and celebrities for the creation of fragrances. They released their first fragrance together called "Lady Gaga Fame" in 2012 and the second unisex fragrance called "Eau de Gaga" in 2014. The fragrance division closed around July of 2015.
Fragrances
Partnership with Coty
On November 11, 2010, Coty Inc. officially announced the signing of Lady Gaga to develop and market her first-ever signature fragrance. Bernd Beetz, CEO of Coty, said in a statement:
- “Lady Gaga’s universal appeal makes her a subject of fascination. A force like no other, Lady Gaga is explosive, provocative and sexy, three traits which pave the way for an extraordinary fragrance experience for consumers."
Distributed worldwide, it was managed by Coty Beauty in close collaboration with Lady Gaga, as Creative Director and the Haus of Gaga. Stephen Mormoris, senior vice president of marketing for Coty Beauty said:
- “The marketing behind Lady Gaga’s fragrance will be unprecedented and groundbreaking. We are working toward distilling the brilliance of Lady Gaga into a fragrance that delivers a breathtaking olfactory experience and a timeless, enduring packaging design that is part of Gaga’s overall artistic sensibility.”
The fragrance division closed around July of 2015. The social media accounts were later reused for the beauty line in 2019.
Lady Gaga Fame
- Main article: "Lady Gaga Fame".
Lady Gaga Fame is the first perfume released by Lady Gaga, launched in August 2012. The fragrance was revealed in a press release on June 14, 2012. The perfume was produced in the Haus Laboratories in Paris. The tagline of the fragrance is "The First Ever Black Eau de Parfum, Fame".
Eau de Gaga
- Main article: "Eau de Gaga".
Eau de Gaga is the second unisex perfume by Lady Gaga, launched in 2014, through the Haus Laboratories label in association with Coty Inc. The fragrance was revealed via Twitter on August 7, 2014, with the first promotional photo by Steven Klein.
Beauty
Haus Laboratories (2019–2022)
On July 9, 2019, Gaga announced on social media that she is launching her own beauty brand, Haus Laboratories, with pre-orders available starting on July 15, 2019. Haus Laboratories will be the first major beauty brand to launch exclusively on Amazon. The brand draws inspiration from Gaga’s early days as an aspiring singer in lower Manhattan, applying drugstore makeup to form what would become her signature look.
Starting in September, Haus sold kits combining lip gloss, lip liner, and all-over color, preceded by a two-month marketing blitz that kicked off July 9 with a video shot by Daniel Sannwald, soundtracked to music by Gaga in collaboration with BloodPop, Tchami, and Boys Noize.
The e-commerce giant plans to launch Lady Gaga’s kits simultaneously in nine countries on three continents, including the US, France, and Germany, where customers can take advantage of Amazon’s one-day and two-day shipping. Hundreds of millions of additional customers from Singapore to Brazil will be able to buy the brand through its global store.
Cosmetic Products
Promotional Photoshoots
Haus Labs by Lady Gaga (2022–Present)
In 2022, Haus Laboratories renamed itself as Haus Labs by Lady Gaga or simply Haus Labs (since 2025) as part of its rebranding (Chapter 2) campaign, which also consisted of a relaunch of the brand on June 9 for which it partnered with Sephora as its retail outlet. The first round of products became available at select outlets, with plans to roll out to over 500 outlets across the United States and Canada in fall. According to Gaga, 2,700 “dirty” ingredients were removed during the rebranding process, replaced with beneficial ingredients like hyaluronic acid and vegan collagen.
- Cruelty-Free Commitment
Haus Labs is 100% cruelty-free, ensuring no products or ingredients are tested on animals at any stage, aligning with ethical standards for animal welfare. All products are fully vegan, excluding animal-derived ingredients, reflecting a commitment to ethical sourcing and consumer values. The brand emphasizes transparency by openly sharing its approach to clean beauty, banning over 2,700 questionable ingredients and prioritizing safe, high-quality synthetic and natural components.
- Environmental Consciousness
Haus Labs uses glass, aluminum, cellulose, and post-consumer recycled materials where possible, alongside FSC-certified paper from sustainably harvested forests, to minimize environmental impact. Ingredients are sustainably sourced, balancing efficacy and environmental responsibility, with a focus on reducing the ecological footprint of production. Secondary cartons are 100% recyclable and compostable, designed to reduce waste and even double as toys for pets, promoting a circular approach to product lifecycle.
| “ | In a lot of ways, rebranding Haus Labs felt very similar to reinventing myself as an artist. | ” |
—Gaga to Fashion (June 9, 2022) | ||
HausTech Powered™
Haus Labs' invented a proprietary approach to formulating makeup products that combine high-performance cosmetics with skincare benefits, emphasizing innovation, science, and clean ingredients also know as HausTech Powered™. This term, trademarked by Haus Labs, highlights their use of advanced, patent-pending technologies and ingredients like fermented arnica (860% more potent than conventional arnica), BioFerment 7 Complex™, plant squalane, hyaluronic acid, and other skin-nourishing components. These ingredients are designed to reduce redness, hydrate, protect against environmental stress, and promote anti-aging while delivering high-pigment, long-wearing makeup. The brand avoids over 2,700 questionable ingredients, focusing on safety, sustainability, and efficacy, aligning with their mission of supercharged clean artistry makeup powered by innovation.
| Ingredient | Primary Benefits | Found In |
|---|---|---|
| Aloe Barbadensis Leaf Extract | Soothing, hydrating | Triclone Skin Tech Concealer |
| Althaea Rosea Flower Extract | Soothing, anti-inflammatory | Triclone Skin Tech Medium Coverage Foundation |
| Arnica Montana Flower Extract (fermented) | Anti-inflammatory, reduces redness | Multiple products (e.g., Foundation, Blush) |
| Ascorbyl Palmitate | Antioxidant, brightening (Vitamin C derivative) | Color Fuse Blush |
| Betaine | Hydrating, soothing | Triclone Skin Tech Concealer |
| Butyrospermum Parkii (Shea) Butter | Deeply moisturizing, nourishing | Color Fuse Blush |
| Centella Asiatica Extract | Soothing, anti-inflammatory, skin repair | Triclone Skin Tech Medium Coverage Foundation |
| Chamomilla Recutita (Matricaria) Extract | Calming, anti-inflammatory | Triclone Skin Tech Medium Coverage Foundation |
| Coleus Forskohlii Root Extract | Potential anti-inflammatory properties | Triclone Skin Tech Concealer |
| Dunaliella Salina Extract | Antioxidant, rich in beta-carotene | Triclone Skin Tech Medium Coverage Foundation |
| Glycerin | Humectant, attracts and retains moisture | Multiple products (e.g., Blush, Mascara) |
| Glycyrrhiza Glabra (Licorice) Root Extract | Brightening, anti-inflammatory | Triclone Skin Tech Medium Coverage Foundation |
| Hedychium Coronarium Root Extract | Traditional skin healing properties | Triclone Skin Tech Medium Coverage Foundation |
| Hydrolyzed Hyaluronic Acid | Hydrates, plumps the skin | Multiple products (e.g., Foundation, Concealer) |
| Hydrolyzed Rice Protein | Strengthens and nourishes lashes | B Structural Mascara |
| Hydrolyzed Sodium Hyaluronate | Hydrating form of hyaluronic acid | Triclone Skin Tech Concealer |
| Hydroxypropyltrimonium Hyaluronate | Hydrating, derivative of hyaluronic acid | Triclone Skin Tech Concealer |
| Hyaluronic Acid | Attracts and retains moisture, plumps skin | Triclone Skin Tech Concealer |
| Niacinamide | Brightens, improves skin barrier, anti-aging | Triclone Skin Tech Concealer |
| Panthenol | Conditions and nourishes, derived from Vitamin B5 | B Structural Mascara |
| Panax Notoginseng Extract | Anti-inflammatory, improves circulation | Triclone Skin Tech Medium Coverage Foundation |
| Perilla Ocymoides Leaf Extract | Antioxidant, anti-inflammatory | Triclone Skin Tech Medium Coverage Foundation |
| Potassium Hyaluronate | Hydrating form of hyaluronic acid | Triclone Skin Tech Concealer |
| Proline | Amino acid, supports lash health | B Structural Mascara |
| Pseudanabaena Galeata Extract | May support skin hydration and health | Triclone Skin Tech Concealer |
| Pseudozyma Epicola/Apricot Kernel Oil/Olive Fruit Oil/Sunflower Seed Oil/Sweet Almond Oil/(Angelica Gigas/Lithospermum Erythrorhizon) Root Extract Ferment Extract Filtrate | Part of BioFerment 7 Complex™, nourishes skin | Triclone Skin Tech Medium Coverage Foundation |
| Pseudozyma Epicola/Apricot Kernel Oil/Olive Fruit Oil/Sunflower Seed Oil/Sweet Almond Oil/Licorice Root Extract Ferment Extract Filtrate | Part of BioFerment 7 Complex™, enhances skin health | Triclone Skin Tech Medium Coverage Foundation |
| Pseudozyma Epicola/Camellia Sinensis Seed Oil Ferment Extract Filtrate | Part of BioFerment 7 Complex™, antioxidant-rich | Triclone Skin Tech Medium Coverage Foundation |
| Pseudozyma Epicola/Sunflower Seed Oil Ferment Extract Filtrate | Part of BioFerment 7 Complex™, nourishes skin | Multiple products (e.g., Foundation, Blush) |
| Ricinus Communis (Castor) Seed Oil | Nourishing for lashes | B Structural Mascara |
| Rubus Idaeus (Raspberry) Leaf Extract | Hydrating, skin-nourishing (also Hydraberry) | Color Fuse Blush |
| Sodium Acetylated Hyaluronate | Hydrating form of hyaluronic acid | Triclone Skin Tech Concealer |
| Sodium Hyaluronate | Hydrates and plumps the skin | Triclone Skin Tech Concealer |
| Sodium Hyaluronate Crosspolymer | Hydrating form of hyaluronic acid | Triclone Skin Tech Concealer |
| Sodium PCA | Natural humectant, moisturizes | B Structural Mascara |
| Solanum Lycopersicum (Tomato) Fruit Extract | Antioxidant, brightening | Triclone Skin Tech Medium Coverage Foundation |
| Squalane | Moisturizing, supports skin barrier | Multiple products (e.g., Foundation, Blush) |
| Taraxacum Officinale (Dandelion) Extract | Antioxidant, anti-inflammatory | Triclone Skin Tech Medium Coverage Foundation |
| Tocopherol (Vitamin E) | Antioxidant, moisturizing | Multiple products (e.g., Foundation, Mascara) |
| Tocopheryl Acetate (Vitamin E) | Antioxidant protection, Vitamin E derivative | Color Fuse Blush |
| Palmitoyl Tetrapeptide-10 | Peptide, supports skin repair and firmness | Triclone Skin Tech Medium Coverage Foundation |
| Arginine | Amino acid, supports lash health | B Structural Mascara |
| Sr-(Spider Polypeptide-1 Oligopeptide-178) (Vegan B-Silk™) | Strengthens lashes, provides flexible hold | B Structural Mascara |
Cosmetic Products
Promotional Photoshoots
Campaigns
We Love Foundation
We love Foundation Featuring Lady Gaga
On September 7, 2025, Haus Labs by Lady Gaga cleared all posts from its Instagram page, cryptically hinting at an upcoming campaign that turned out to be called We Love Foundation. On September 8, the brand updated its bio with the new tagline "The Art of Beauty by Lady Gaga" across all platforms and shared a cryptic teaser photo on its social media accounts. As part of the campaign launch, a new promotional video directed by Katharina Korbjuhn featuring Gaga was published on September 12. Promo video features Gaga and Triclone™ Skin Tech Foundation.
- Photoshoot
- Video
Be The Gift
Haus Labs ran a holiday 2025 gifting campaign themed around "Be the Gift", emphasizing bold, celebratory looks perfect for the season. The visual campaign highlights "Rosy Radiance" — a perfectly pink, glowing aesthetic for holiday celebrations. It focuses on gifting their bestselling clean, skincare-infused makeup products, with promotions including free gifts on purchases and curated holiday sets.
Logos
Trivia
- Haus Labs (Hlb90067 Inc.) owns a few trademarks: "Our Haus. Your Rules."*, "Your Glam. Your Expression. Your Artistry."*, "Liquid Eye-lie-ner", "Punk", "RIP Lip Liner", "Glam Room No 1", "Glam Attack"*, "Le Riot"*, "Eye-Dentify"*, "Casa Gaga", "Le Monster"*, "Brows, Brows, Fashion Baby"*.
- * — signified that the trademark is Dead/Abandoned (as of 9/9/2025).
Links
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