The wait is over for the highly anticipated Haus Laboratories rebrand, now named Haus Labs by Lady Gaga.
With a new promotional shoot by Inez & Vinoodh and an exclusive interview published on WWD, Lady Gaga announced the evolution of her makeup brand, promising a new focus on the use of natural ingredients, vegan and cruelty-free, and a new set of products and a new distribution deal with Sephora.
Lady Gaga by Inez & Vinoodh for Haus Labs by Lady Gaga
Read all the details below.
HAUS LABS COMING TO SEPHORA
Haus Laboratories started its mission with an exclusive deal with Amazon. All products were originally available to purchase on the giant e-commerce market. As the new phase of the rebranding begins, Haus Labs by Lady Gaga will move its distribution deal to the gigantic Sephora in the US and Canada, starting from June 9th.
All old products will remain available on Amazon until out of stock.
25 high-traffic Sephora stores will receive the products first but will expand to over 500 locations across the U.S. and Canada. You can check out Sephora's stores here: USA, Canada. International customers can shop online on the Haus Labs website.
"My vision for Haus Labs centers around the future of clean makeup, supercharged products with innovative formulations and novel ingredients. At Haus Labs, we believe that artistry is for everyone, and that no one should have to damage their skin or sacrifice their principles and values to be self-expressive. We create makeup for everyone — you don’t have to be an artist to wear our products, but we’re here to help you reveal the inner you.” - Lady Gaga
NEW MAKEUP PRODUCTS
The rebrand includes the essential products for a flawless makeup base with the new COLORFUL CLEAN selection for eyes, cheeks and lip. More than 90 products /shades will be revealed in June with brand new packaging.
As we eagerly wait, Gaga’s shares her favorite products: “the Haus Labs Power Sculpt Velvet Bronzer, our PHD Hybrid Lip Oil, and our Optic Intensity Eco Eyeliner,” she said. “Like all our products, they are Haus tech powered with skin-loving ingredients.” The bronzer will be available in 12 shades, while the lip oil adjusts color based on users’ own pH levels.
More exciting products are expected for this fall, for a total of 155 items, including previous fan favorites.
Lady Gaga by Domen & Van de Velde
NEW NATURAL FORMULAS
All the new products are infused with high tech, and high-performance pigments infused with skincare. According to Lady Gaga, no makeup experience should damage your skin, your most important canvas.
Using high grade natural ingredients increases potency. The founder’s own homemade remedies also inspired the ingredient lists. “Gaga uses arnica with ceremonial grade matcha to make a mask at home for her fibromyalgia, and she uses it with facial massage to help with inflammation,” said Gloria Ryu, Haus Labs’ senior vice president of product development. “From that, the idea of our fermented arnica was born. Our fermented arnica oil is 860 percent more potent than conventional arnica, it helps to reduce redness and irritation, which are the key markers of inflammation, and it protects the skin against environmental stress.”
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