05.09.22
When it comes to cosmetics, Lady Gaga likes to keep things short and sweet. The entertainer is changing the name of her color cosmetics brand from Haus Laboratories to Haus Labs. Moreover, she's introducing new formulas and packaging. To achieve what's next, the brand made several key hires earlier this year.
According to Gaga, about 100 stock keeping units across eye, lip and cheek cosmetics will debut in Sephora on June 9. Haus Labs will start in 25 high-traffic Sephora doors, and will expand both categories and its store footprint to over 500 locations across the US and Canada. Prices range from $22 to $38. According to the company everything is:
• High tech,
• High performance and
• High pigment.
The move to Sephora comes after Haus Laboratories' rough run with Amazon. In 2018, Haus was the first exclusive beauty brand to partner with Amazon. Sources say Haus' sales have reached $30 million, but predict the new deal with Sephora could boost first-year revenue to $45 million. As noted in Happi, color cosmetics are having a moment. Prestige sales jumped more than 30% in the past year.
According to Gaga, about 100 stock keeping units across eye, lip and cheek cosmetics will debut in Sephora on June 9. Haus Labs will start in 25 high-traffic Sephora doors, and will expand both categories and its store footprint to over 500 locations across the US and Canada. Prices range from $22 to $38. According to the company everything is:
• High tech,
• High performance and
• High pigment.
The move to Sephora comes after Haus Laboratories' rough run with Amazon. In 2018, Haus was the first exclusive beauty brand to partner with Amazon. Sources say Haus' sales have reached $30 million, but predict the new deal with Sephora could boost first-year revenue to $45 million. As noted in Happi, color cosmetics are having a moment. Prestige sales jumped more than 30% in the past year.