Lady Gaga’s beauty brand – Haus Laboratories – is going through a revamp.
From 9 June, almost three years to the date since launching her brand, the business will go by the name Haus Labs by Lady Gaga.
Not just rebranding her company’s name, the ‘Poker Face’ singer has also redeveloped her product formulations.
Tapping into the ‘clean’ beauty movement, her artistry make-up products are said to be blended with potent and innovative ingredients that are kind to the skin.
The skus, which are predicted to be made up of eye, lip and face products, will be highly pigmented and performance-driven.
In an Instagram post on Haus Lab’s channel, the brand wrote: “Introducing Haus Labs by Lady Gaga, a new brand reimagined: supercharged clean artistry make-up powered by innovation.”
Explaining further its ‘clean’ policy, the brand said that it will remove more than 2,700 “questionable” ingredients from its product line.
“#CleanHaus goes beyond the 2,700+ questionable ingredients we ban from our lab,” wrote the brand.
“It’s about the consciously selected, safe and sustainably-sourced natural and synthetic ingredients that do make it into our formulas.
“And the way we formulate (and reformulate) our products until they exceed our ridiculously high standards of innovation, safety + efficacy.” [sic]
Another switch up for the brand, meanwhile, is its retailer.
In 2019, when Gaga – born Stefani Joanne Angelina Germanotta – initially launched the brand, she became the first beauty entrepreneur to ink a beauty-exclusive deal with Amazon.At the time, the Oscar, Grammy and Golden Globe winner said that she chose the business for its hands-off approach to her beauty brand. “There are companies that see me and what I stand for and the way that I view the world, and if it’s not perfectly in-line with what they do … they’ll be like, ‘Can you just change half of the equation?’” said the American singer songwriter at her brand launch. “The answer is no. No deal. No message of acceptance, no deal. This [deal with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty.’” Now, Haus Labs by Lady Gaga is expected to rejoin the market with its own DTC website, hauslabs.com and exclusively with LVMH-owned beauty retailer Sephora. 25 Sephora stores are expected to stock the revamped products across the US and Canada, with hundreds more to introduce the product line this autumn, as well as sephora.com.