Europe “a critical milestone” for Haus Labs by Lady Gaga, said brand CEO

By Kirsty Doolan

- Last updated on GMT

The brand chose to launch via a live stream and had already offered a sneak preview to selected shoppers
The brand chose to launch via a live stream and had already offered a sneak preview to selected shoppers

Related tags Colour cosmetics Technological breakthrough Makeup Cosmetics

Lady Gaga’s colour cosmetics brand has just expanded into 12 European exclusively via Sephora and has kicked off the launch with a sneak preview and live stream launch…

Haus Labs, the high-tech, clean cosmetics brand that was founded by global superstar Lady Gaga has now launched into 12 European countries via the LVMH-owned beauty retailer Sephora. The science-driven brand launched into the UK market last year and is now sold in 15 different countries across the globe.

The brand’s cutting-edge, vegan products will be sold both online and in brick-and-mortar Sephora stores in France, Germany, Italy, Portugal, Spain and Denmark; and online only in Greece, Romania, Poland, Czech Republic and Switzerland.

Founder Lady Gaga and global content creator NikkieTutorials have joined forces with Sephora Europe for a “digital-first Sephora LIVE” that streamed across12 Sephora Europe e-commerce platforms and related Sephora country-specific social media channels.

The livestreamed launch follows previews on the Sephora Europe app – where selected customers across 12 countries received a four-day early access, online shopping experience to buy the brand’s products.

The brand, which has seen success in the US market, formulates with "patent-pending proprietary ingredients", such as fermented arnica, which it has claimed is “860% more potent than traditional arnica that visibly reduces redness, inflammation, and environmental stress on skin.”

Its other innovations include BioFerment 7 Formula, IntelliZen 7 Formula, and Vegan Collagen. The range features 125 products with innovative cutting-edge skincare technologies.

The brand dubs itself as “a pioneering clean artistry makeup brand supercharged by science – delivering high-tech, high-pigment, high-performance prestige beauty products that are proprietary, first-to-market, infused with skin-loving ingredients, in chic and sustainable packaging.”

Hero product, Triclone Skin Tech Foundation is available in 51 different shades and has been a best-selling, award-winning viral sensation with over 10 bn TikTok views.

Innovation, artistry & digital-firsts 

When speaking about the launch, the brand’s CEO Ben Jones shared that "Europe is “a critical milestone for Haus Labs by Lady Gaga” and called its retail partner Sephora a “global retail powerhouse.”

Haus Labs’ CMO Kelly Coller added that the "two mission-based brands" were “coming together once again to disrupt the beauty market with innovation, artistry, digital firsts and world-class marketing,”

“We are pioneering a new beauty movement beyond serving looks. Together with SEPHORA, we are serving self-love," she added.

Meanwhile Sylvie Moreau, who is President of Sephora Europe and the Middle East shared: "After the successful launch in Sephora UK, we are very excited to launch Haus Labs by Lady Gaga in our European market.”

Moreau said Sephora was “constantly looking for innovative brands to bring to our customers” and that she believed Sephora customers will be “thrilled to experience the brand's game-changing formulas."

Related topics Brand Innovation

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