Haus Labs was the 3rd best-selling celebrity makeup brand in 2020, according to Tribe Dynamics. The company earned over $141 million, ranking them third, only behind Fenty Beauty and Kylie Cosmetics.
Lady Gaga launched Haus Labs in September 2019. The company is the very first beauty line to launch exclusively on Amazon. "They say beauty is in the eye of the beholder," Gaga says in the video. "But at Haus Laboratories, we say beauty is how you see yourself."
After the first commercial was released on July 9, 2019, Gaga decided to post one of the promotional pictures revealing how she struggled to embrace her inner and outer beauty when she was young. "I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true."
It was then that I invented Lady Gaga. I found the superhero within me by looking in the mirror and seeing who I wanted to be.
Haus Laboratories officially kicked off with three products in six shades of each: Glam Attack, multi-use liquid eye shadows, RIP Lip Liners, and Le Riot Lip Glosses. Each product is meant to be multi-use ."The applicator on the Glam Attack gives you the opportunity to apply it very heavily, or lighty and shade it out, or to do both. You can use it as a highlighter. You could use it on your lips."
In November 2019, Haus Laboratories launched its first Holiday Collection called ''Cosmic Love'', with a brand new eyeshadow formula called the Glam Attack Metallic Creme, and the brand's first bullet-shaped Sparkle Lipstick in a shade of red called Burlesque.
Following up the release of the first single of ''Chromatica'', Lady Gaga launched the 'Stupid Love Eyeshadow Palette' with 18 high-pigment shades.
On July 31st, the Eye-Dentify Gel Pencil Eyeliner was launched. "We created these so you could write your own stories, develop your own perspectives, and show the world what you want them to see"
Currently, the Haus Labs launched their most recent collection “4-Way Eyeshadow Palette” with 6 different versions of it.