Lady Gaga debuts clean hybrid makeup brand Haus Labs

10 Jun 2022 --- Singer-songwriter and Hollywood actress Lady Gaga has launched Haus Labs, a clean label and colorful makeup brand marketed as “HausTech powered skin-loving and futuristic formulas.” The June collection includes all-over paints, gel-powders, bronzers, highlighters, lip oils and crayons as well as brow and eye pencil liners.

“At Haus Labs, artistry is for everyone and no one should have to damage their skin or sacrifice their principles and values to be self-expressive with high-performance makeup. The future is beautiful,” comments Lady Gaga, founder at Haus Labs.

The brand says that all the products are clean, cruelty-free and vegan-friendly.

“Along with newness, we bring new customers to Sephora, including more men who wear makeup. Haus Labs is an exclusive partner of Sephora, a retailer I have spent the last 12 years breaking records and building global brands with,” says Kelly Coller, chief marketing officer at Haus Labs.

By the end of the year, Haus Labs plans to expand to 500 Sephora stores and launch products plus three new categories, after which it aims for global expansion.

Hydrating lips
The PhD Lip Oil is a lightweight lip oil available in four shades, leaving a sheer, hydrating and non-sticky tint on the lips. The lip oils contain vegan collagen and prickly pear oil. The collection includes all-over paints, gel-powders, bronzers, highlighters, lip oils and crayons and brow and eye pencil liners.

Additionally, Le Monster Lip Crayon features mango seed oil, ceramides and hyaluronic filling spheres for long-lasting hydration. The creamy crayons come in 12 demi-matters and one shimmer shade.

The creamy Hy-Power Pigment Paint can be used on the eyes, lips, cheeks and the body. It features plant squalane and hyaluronic acid within 20 shades, of which 11 are full-coverage opaque mattes, and nine are sheer shimmers.

The brand notes that the carbon-free shade “Black Onyx” can also be used as a liquid eyeliner.

Face sculpting
The Bio-Radiant Gel Powder Highlighters are hybrid gel-powders containing fermented arnica and silver vine extract to help skin inflammation and redness. The talc-free highlighters come in Chocolate Opal (warm brown), Raw Amber (copper), Rose Quartz (light magenta) and Moonstone (light silver).

To pair, the gel-powder Power Sculpt Velvet Bronzer features fermented arnica and plant squalane to nourish and protect the skin. The talc-free shares are also safe for the eyes and include 12 shades.

The brand notes that its fermented arnica is 860% times more potent than conventional arnica for reducing inflammation and redness. The ingredient was developed as Gaga had long used arnica to counteract her chronic pain.

Combining makeup with skincare is a trend that Gen Z and Millenials have propelled. This led Active Concepts to launch the Social Renaissance kit, so consumers can continue wearing makeup without damaging their skin.

Highlighting the eyes
The colorful Optic Intensity Eco Eyeliner features vitamin E and argan oil. The brand has banned using more than 2,700 questionable ingredients for clean formulations.

The eyeliner barrel is noted to be 100% bio-cellulose, made from recycled paper fibers and is also biodegradable. They are also long-lasting, waterproof, sharpenable and glide-like liquid. Of the 18 colors, 13 are matte, and five are shimmers.

The eyeliners are carbon black-free, creamy in texture and kajal-based.

Edge Precision Brow Pencil contains micronized pigments and vitamin E for nourishing benefits. The long-wear shades come in five color families: reds, gray, black, browns and blondes.

Gaga’s color and makeup hybrid launch comes as fellow singer Alicia Keys recently unveiled her Soulcare brand.

Defining clean beauty
There is no set global definition of clean beauty, says the brand, which is why it outlines what clean means at Haus Labs: The brand has banned using more than 2,700 questionable ingredients, including PEGs, phthalates, petrolatum, mineral oil, cyclic silicones, sulfates, parabens, potential carcinogens, endocrine disruptors and environmental toxins.

Haus Labs is also certified Clean at Sephora. The brand aims to be 100% carbon neutral by 2027 by actively using glass, aluminum, cellulose and post-consumer recycled materials when possible, including FSC-certified paper sourced from sustainably harvested forests.

Its products are dermatologically tested, vegan and also fragrance-free.

In other celebrity news, Kim Kardashian recently announced her skincare brand Skkn by Kim in partnership with Coty, and Nicole Kidman partnered with Vegamour to advocate for better hair care.

By Venya Patel

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