Lady Gaga is shaking things up and reinvigorating her cosmetics line, Haus Labs, with a fresh, new start.
After launching in 2018 and selling exclusively through Amazon, Haus Labs (formerly known as Haus Laboratories) will be sold at Sephora starting on June 9. Haus Labs will be joining the retailer’s impressive brigade of celebrity-backed beauty labels, including Selena Gomez’s Rare Beauty, Scarlett Johansson’s The Outset, and Gwen Stefani’s Gxve Beauty.
Maintaining its bold colors, Haus Labs will continue to cultivate its vegan and cruelty-free products, preserving the brand’s core values with a new product lineup, refreshed, futuristic formulas, rethought packaging, updated logos, and reimagined advertising. Beginning in 25 Sephora destinations, Haus Labs will eventually expand to over 500 brick-and-mortar locations across the U.S. and Canada.
Products will be available on Sephora’s website for those based in the U.S. and Canada, as well as on HausLabs.com for shoppers worldwide. With every direct dot-com purchase, $1 will go towards the Born This Way Foundation, Gaga’s very own non-profit, “committed to supporting the wellness of young people, and empowering them to create a kinder and braver world.”
“I’m extremely excited to announce that we are bringing brand-new, supercharged, clean artistry makeup to the world, through a place that has inspired me for years, Sephora!” Gaga wrote on Instagram. “At Haus Labs, artistry is for everyone, and no one should have to damage their skin or sacrifice their principles and values to be self-expressive with high-performance makeup.”
The Born This Way singer went on to say, “Thank you from the bottom of my heart for helping make this dream come true. The Future Is Beautiful.”
Known for her fantastical makeup looks, especially in the beginning of her career, the pop icon told WWD, “As far as I could see, as a diehard makeup lover, being clean in makeup meant sacrificing bold colors and long-wear performance. I wanted to not only challenge that but push far beyond it.”
Adding, “The more I learn, the more I can make things for the world that are not just about my own self-expression — I am working toward unlocking self-expression for everyone.”
