Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Lady Gaga’s Haus Beauty Needed a Rebrand

Almost three years after teaming up with Amazon to introduce Haus Labs, Lady Gaga is taking an old school approach to beauty retail when she re-launches the makeup line with Sephora next month.

Lady Gaga's makeup brand Haus Labs is relaunching. (Inez & Vinoodh)

Rachel Strugatz

11 May 2022

BoF PROFESSIONAL

When Lady Gaga debuted makeup brand Haus Labs in 2019, her angle was access: (relatively) affordably priced products, available exclusively on Amazon, the e-commerce giant built on the idea of selling everything to everybody. It was exciting: Lady Gaga was, and is, one of the few remaining, unambiguously A+ list celebrities. Haus Labs was something “different,” a departure from the usual celebrity fronted beauty line debuting at Sephora or Target, I

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Beauty

People

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