By Ari Murray
Once upon a time, there was a Monster. A Mother Monster, specifically.
Lady F’ing Gaga.
If we were going to share with you, millionaire, the full arc of this story it would go like this:
Launch. Flop. Recalibrate. Succeed.
Lady Gaga is world famous, as you know. Her voice? The voice of angels. Her power? Unyielding.
And, did you know that she’s a Makeup Mogul (in the making).
In the making? MOGUL??? How? Doesn’t Haus Labs (Lady Gaga’s makeup brand) SUCK.
No, dear millionaire, you are wrong. Oh, so wrong.
Haus Labs (Lady Gaga’s makeup brand) USED TO SUCK.
In 2021. Where have you been. It’s 2023, monsters.
BEFORE, circa 2019
2019, Haus Labs launches (exclusively with Amazon). THAT LINK SHOWS THE OLD PACKAGING.
Quickly in 2019, Lady Gaga’s fandom was, how shall we put it… disappointed in the quality of the line.
Okay, let’s just call it what it was. A rushed, amateur launch that rested its laurels on the power of it’s mega-famous celebrity (instead of of it’s ever-perfect products).
The celebrity makeup space got VERY crowded VERY quickly.
Most of it, not so fab. I’ve seen that once or twice.
Some of it? Incredible (the celebrity North Star beauty brands are few and far between and have 3️⃣ current crown champions IMO:
By Rihanna. The best there ever was and maybe will ever be). Rihanna fills up my makeup bag. Okay, let’s be honest. Makeup BAGS.
By Selena Gomez. My favorite mascara and the best use of TikTok by a celebrity founder (Selena Gomez KILLS IT and plays so nicely with the Rare Beauty brand account which also does an incredible job).
By Hailey Bieber. Drop strategy PERFECTION. *Technically launched after Haus Lab’s rebirth but still a celebrity brand that IS ON FIRE.
Oops! Def should have put someone between Selena and Hailey. Whatever, I live for the drama.
Anyways, where were we?
Ahh, yes! Back to Haus Labs:
Sometime in 2021, the Haus Labs site goes on MEGA-SALE. Like, we need to pay the rent so please just take this chemical-laden makeup for 50% off.
Haus Labs wipes their IG. Stops taking orders on their DTC site.
June 9, 2022: The Haus Labs redemption tour era: & the year that Mother Monster does us proud.
LAUNCHES AT SEPHORA. CLEAN AT SEPHORA LABEL. 90 SKUS AT LAUNCH. A GROWN UP, non-comedogenic, OF-THE-TIMES MAKEUP LINE.
non–comedogenic = DOESN’T BLOCK YOUR PORES AKA IS GOOD FOR ACNE-PRONE SKIN.
The old Haus Labs formulas were, umm, comedogenic. 2019 Haus would eff your face right up haha.
Now, it’s now: May 24, 2023.
The Haus Labs (relaunched) foundations are going MEGA-VIRAL on TikTok. People are calling it the best foundation they’ve ever tried. In their whole lives.
Haus Labs is having its Charlotte Tilbury PILLOWTALK moment. I forsee millions upon millions of units sold THIS YEAR. Lady Gaga, I’m sorry for ever doubting you.
Actually, Lady Gaga, I take that back (respectfully).
You’re welcome that we’ve all given you another shot. If you weren’t world-famous, beloved, and an artist (with millions of super-fans), you woulda had a tough time with this pivot.
But, no lecture needed from lil old me. You’re Lady Gaga, and I talk a big game. I ordered your new foundation and I CANNOT WAIT til it arrives.