Lady Gaga has been quoted saying, “When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup. I found the superhero within me by looking in the mirror and seeing who I wanted to be. They said I was weird but really I was just born this way.” This ideal was the powerhouse idea to Haus Laboratories. Haus Laboratories, better know as Haus Lab, is Lady Gaga’s exclusive makeup brand, offering cruelty-free, vegan makeup products to women and men around the world.
When Gaga was young, she would watch her mother apply makeup every morning, putting on her bravest face and taking on the world one step at a time. Gaga began to experiment with makeup as a way to feel the power that her mother felt and emulate the hard-working woman she dreamed of becoming. It was then that she introduced herself to Lady Gaga- the hard-working woman that she dreamt of becoming. Makeup inspired bravery within her and allowed her the ability to invent and transform herself. The brand also draws inspiration from Gaga’s start in the music industry, applying drugstore makeup in Manhattan, making a name and a character for herself along the way.
Haus Laboratories is not just another makeup and beauty brand. At Haus Laboratories beauty is believed to be the way that we see ourselves. They cherish self-love, spreading kindness, creativity, and bravery, and work to provide tools for self-expression and transformation.
The singer and entrepreneur has positioned herself as the embodiment of inclusivity, self-expression, and authenticity. She has watched as consumers continue to demand these traits from beauty companies. To provide inclusivity to her consumers, Haus Laboratories has launched a collection of 40 shades of foundation. The company works to crowdsource information and ideas from consumers through Instagram and Twitter, working to provide inclusive makeup to consumers around the world.
Launched exclusively through Amazon in September 2019, the cosmetics brand expanded to over nine countries including The United States, Uk, France, Japan, and Germany. The first product launch included a lip liner, lip gloss, and a liquid to powder shimmer. Originally launched in 2012 as a perfume brand in association with Coty, inc. Haus Laboratories launched their first fragrance, Fame the same year. Their second fragrance, Eau de Gaga was launched in 2014. It was not until 2018 that Gaga filed for a trademark for Haus Beauty and Haus Labs through the company.
In May of 2018, Gaga began teasing fans with what was to come, showcasing the makeup at the Met Gala and utilizing the hashtag #Hausbeauty on several Instagram posts. Previously, Gaga had collaborated with MAC Cosmetics and released her two fragrances, Fame and Eau de Gaga. These helped to introduce the Haus Laboratories Beauty lines.
Lady Gaga has built the brand with the help of a 15 person team. Her team is a vast range of experts in the industry, ranging from beauty industry veterans to a former executive of Zynga- the mobile gaming company behind Farmville. This team helps her to implement her vision and business decisions. The company is also backed by investors from Lightspeed Ventures, an investor who has also invested in companies like Goop, the beauty company by Gweneth Paltrow, and Stitchfix- a personal styling service for men, women, and children.
The first products launched by Haus Laboratories beauty were six kits featuring three products each. The Glam Attack which was a shimmer pigment, the R.I.P Lip Liner, and Le Riot Lip Gloss. These products were inspired by the ball culture of the 1980s and the kits were called Haus of Chained Ballerina, Haus of Goddess, Haus of Bitch, Haus of Rockstar, Haus of Dynasty, and Haus of Metal Head. They also released the limited edition packs which contained two pigments, two glosses, and two liners. In November of 2019, Haus Laboratories announced that they would be launching their first-holiday collection. The holiday collection was titled Cosmic Love which included a new formula and more glittered lip liners, lip gloss, and shimmer powders. They also announced the new kit called Haus of angel Baby as well as their first-ever bullet lipstick.
Haus Laboratories also works with the Born This Way Foundation. The Born This Way Foundation was founded by Lady Gaga and her mother, Cynthia Germanotta. The Born This Way foundation works to raise mental health awareness with the core value of kindness inspiring bravery. The foundation believes that creating mental health resources should be as important as any other health care resource. Haus Laboratories donates one dollar from every transaction to the Born This Way Foundation to increase access to resources and awareness. The foundation works to lead with love working towards a braver and kinder world. The Born This Way foundation celebrates community and kindness and takes part in the Please Stay Initiative which provides resources for mental health support.
Lady Gaga continues to be an aggressive advocate for inclusivity, individuality, mental health, and embracing our differences. She has been quoted saying, “Colour is completely transformative — it’s powerful, it’s beautiful, and it’s how I found my voice with makeup.” Lady Gaga uses these ideals to provide beautiful, inclusive, self-expressive makeup, and beauty care to her consumers while staying true to herself and her vision.
She created this line to do just that, provide inclusive makeup to both men and women around the world while embracing people’s differences and promotive bravery, love, and authenticity. She continues to embrace self-expression, creating products that can be worn by all, whether it be subtly or boldly, allowing her consumers to take pride in their self-expression and individuality, Haus laboratories carry the spirit of embracing individuality and expression through bold makeup looks and body art, authenticity, and inclusivity. The brand will continue to follow its vision of inclusivity, authenticity, self-expression, and self-love.
“This is your glam. Your Expression. Your Artistry. This is our Haus. Your Rules.”
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