07.27.22
Lady Gaga debuted her beauty brand, Haus Labs, on Amazon back in 2019—but the execs at Sephora must have advised the star's team against keeping the line's black packaging and traditional formulas.
In a smart move. the brand relaunced earlier this year after its famous founder signed an exclusive retail partnership with Sephora, as "supercharged clean artistry makeup."
The new, more sustainable packaging is lighter and brighter—and the new clean cruelty-free vegan formulas eliminated all the most controversial ingredients.
Now, Lady Gaga debuts her first-ever makeup application video exclusively on Sephora's YouTube channel.
The video showcases Gaga's transitional makeup routine, showing users how to take an everyday, accessible, glowy look to a vibrant work of art using seven new Haus Labs products.
Lady Gaga unveils her routine in stages, sharing that "makeup is all about building and all about artistry," inviting consumers to go from one look to another, even on the same day.
"I feel like I finally realized that the makeup company that I wanted to build was a makeup company that made makeup that mattered," Gaga says. "Makeup that's good for your skin. Makeup that's clean and good for the planet, and makeup that is colorful and doesn't compromise color for your values."
The collection has been "flying off Sephora shelves," the brand states—and the high-performance, high-tech and high-pigment makeup delivers skincare benefits.
Haus Labs launched on June 9th exclusively on Sephora's U.S. and Canadian websites, and at 25 select Sephora stores. This fall, Haus Labs will roll out to 500 Sephora stores.