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Vegan and cruelty-free cosmetics Haus Laboratories was launched by American singer Lady Gaga on September 17, 2019. It is the first major beauty line that was launched exclusively on Amazon and only released on nine countries including United Kingdom, United States, Japan, Germany and France. The goal of their company is to spread kindness and bravery by creating a version of yourself through the use of their beauty tools.
With over a billion dollar market, it is not surprising that a lot of celebrities want to dip in the beauty industry. A lot of beauty giants are already banking on the beauty market as it has a high-margin and easy to grow and be huge as long as the marketing is done right. The market analysis done by Zion Market Research suggests that the value of beauty products and cosmetic line will reach $863 million in 2024, which is a huge leap compared to the $532 million value of it last 2019.
Where The Idea of Haus Laboratories Started
Haus Laboratories was created by Lady Gaga because she never felt beautiful when she was young. As a teenager, she struggled to find a sense of her inner as well as her outer beauty. While trying to find her own beauty she discovered the power of makeup. She revealed in Haus Laboratories’ website that she used to watch her mom put on some make up every morning and basking in the glow of her inner power just so she can put the bravest face being a hard working woman that she was. After that, she started experimenting with makeup as her way of making her dreams of being a strong woman just like the reflection she is seeing in the mirror.
Through that experiment, she invented Lady Gaga. She found her inner superhero just by looking in the mirror and seeing the person she wants to be. She believes that sometimes, beauty does not come naturally from within and the person must create it themselves. She was inspired by the bravery inside her which she didn’t know she had. As she starts to accept the beauty that she discovered by the ability to invent and transform herself, she acknowledges that people find her weird but she was just born that way. When she discovered her, she was inspired to share this to the world and to those who are struggling to find their own beauty. Lady Gaga believes that they are not offering just another beauty brand, Haus Laboratories is different as it helps the person see their own beauty. She wants the consumers to love themselves with the use of her cosmetic line.
Creating Her Cosmetic Line
It was in February 2018 when Lady Gaga finally filed for trademarks for names Haus Labs and Haus Beauty. Haus Laboratories is Lady Gaga's first ever solo cosmetics brand as she previously collaborated with MAC Cosmetics for the Viva Glam Lipstick 2011 campaign. She finally let the world see a glimpse of her product when she attended the Met Gala in 2019 and used the hashtag #HausBeauty in some of her posts, so the fans left to speculate that she was indeed wearing her own make up line. This brand was inspired by the early days as a musician of Lady Gaga when she was still in Manhattan.
The brand signifies the spirit to embrace the individuality and to express yourself through the power of make-up. The initial team for Haus Labs consists of only 15 people, including her own make-up artist Sarah Tanno. When Lady Gaga finally launched Haus Laboratories, it was solely distributed by Amazon. Gaga revealed in one of her interviews that they had a partnership with Amazon which was made because they would allow her to commercialize her brand with her principles.
The Future of Haus Laboratories
Only a year after its launch in September 2019, Haus Labs was already the third best selling celebrity makeup in 2020 with earnings of over $141.7million in media value. The brand has since raised over $10 million in its venture funds and it is still sold exclusively on Amazon. As of today, there are no plans to sell Haus Labs outside Amazon but that door is not closed. The prices of Gaga’s cosmetic line starts at $26 for a basic lip liner duo that includes a demi matte with a highly pigmented lip pencil. The brand plans to expand their product offerings and launch more variation for the consumers.
Sources: The Fashion Law, Rolling Stone, W Magazine, Haus Labs