Haus Labs, the beauty brand founded by singer and actress Lady Gaga, has shared an apology statement with its community following social media backlash surrounding the shade options for its new bronzing sku.
The cosmetic brand’s Sun Dipped Bronzing Veil bronzer was set to launch in July, but was subject to scrutiny online before hitting shelves following a number of content creators speaking out against the lack of shade options for darker skin tones.
This was led by beauty influencer Golloria George (@golloria), who often shares content exposing the lack of diversity and inclusivity in shade ranges offered by beauty brands.
As a result of the social media feedback, Haus Labs has revealed that it is now expanding the Sun Dipped Bronzing Veil shade range from six to 11 options.
Haus Labs statement read: “This past July, we were planning to launch Sun Dipped Bronzing Veil in six shades.
“Just before launch, our community, led by Golloria, called out that the shade range was not inclusive.
“It was also clear that the way the company initially handled that feedback was wrong.
“We want to take full responsibility for our mistakes.
“Although we went through our shade development process, at some point the decision was made internally to launch with only six shades. That was the wrong decision.
“At the same time, the company asked Golloria to remove her post on the technicality that she was under embargo.
“This was unkind and not at all how a creator or any customer's voice-should ever be treated.
“We took both of these failures extremely seriously, and took steps to make change.
“Thanks to her powerful voice, we decided to pause the launch and go back to the lab to ensure we had a truly inclusive shade range from day one.
“We also had important internal conversations to reflect on where we went wrong to prevent this from occurring again in the future.
“We heard you loud and clear.
“In the past, we have been steadfast about our shade development process across all of our complexion and color products.
“We have also always held ourselves to a high standard in how we treat our community-with kindness and respect.”
The statement concluded: “I truly apologise to Golloria and the community for where we fell short. You were 100% right.
“We will work hard to make sure it never happens again.
“Personally, I will see to it.
“Sun Dipped Bronzing Veil will launch soon with 11 inclusive shades, now offering beautiful options we developed for every skin tone.
“We love you, and we are sorry.
“We hope you can see in these new shades that we took your feedback incredibly seriously – and that we truly care.”
Industry reactions to Haus Labs apology
Haus Labs statement was met with a widely positive response, with viral beauty educator duo The Lipstick Lesbians (Alexis Androulakis and Dr Christina Basias Androulakis) commenting: “So great @hauslabs ❤️”
User Anna (@annbann108) added: “This is how brands take accountability for their actions!! The right response can gain respect, where the wrong one can lose it.
“Thank you Haus Labs. Forever a customer.”
Content creator Ciera Nikole (@cieranikole_) wrote: “Thank you Haus Labs and Gaga for recognising this and taking it on the chin.
“This is why I love the brand so much because inclusion should be the main focus for a brand always!!! 👏🏾👏🏾”
Earlier this year, Haus Labs was named one of the most inclusive brands in beauty.
The brand recently tapped Emily in Paris actor Philippine Leroy-Beaulieu to front its ‘We Love Concealer’ campaign.
Haus Labs is not Lady Gaga’s only beauty venture.
The singer recently founded bioactives discovery platform, Outer Bio, alongside her fiancé, entrepreneur Michael Polansky.
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- Lady Gaga’s Haus Labs taps actress Philippine Leroy-Beaulieu for concealer campaign
- Lady Gaga-backed research firm Outer Bio wants to break skin care’s innovation bottleneck
- Lady Gaga’s latest beauty venture is skin health research firm Outer Bio
- Sephora and Lady Gaga’s Haus Labs launch campaign supporting pride and youth mental health
