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Lady Gaga revamps Haus Labs makeup brand

Sophie Smith
09 June 2022

Lady Gaga has launched her new revamped brand Haus Labs, with a range of clean, cruelty-free and vegan makeup products.

Haus Labs was previously named Haus Laboratories and first launched on Amazon in 2019. The brand has now been completely reimagined with a new name, appearance and its own direct-to-consumer website.

The new brand spans across eyes, face, lips and brows with products including a Le Monster Lip Crayon, Power Sculpt Velvet Bronzer, Optic Intensity Eco Eyeliner and The Edge Precision Brow Pencil. With a focus on sustainability, Haus Labs sources its products globally and uses technology to help champion innovation.

Haus Labs

Where possible, the brand's packaging uses glass, aluminum, cellulose and post-consumer recycled materials. Along with FSC-certified paper from sustainably harvested forests to help reduce the brand's climate impact and reach its goal to be 100% carbon neutral by 2027. All of Haus Labs secondary cartons are also 100% recyclable and compostable.

The relaunch has been in development since before March 2022 when Haus Labs confirmed over the appointment of 4 new Vice Presidents, 2 new Senior Directors, and 40+ plus employees, all with deep and wide expertise in beauty, retail and innovation.

The company also rebuilt departments across product development, packaging, marketing and creative.

Available from today, $1 from every purchase will be donated to the Born This Way Foundation. The non-profit organisation, which aims to support the mental health young people, was co-founded Lady Gaga and her mother Cynthia Germanotta.

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