Haus Labs: Lady Gaga is launching a 50-strong collection of foundations as part of her newly rebranded beauty brand

Back in 2019 Lady Gaga launched her debut beauty brand, Haus Labs, and the world went crazy. But then, after a few months, the brand seemingly went off the radar – it existed but it wasn’t getting the attention it deserved.

Available to buy via Amazon, the products didn’t feel as exciting as some other celebrity beauty collections (Selena’s Rare Beauty, Rihanna’s Fenty and Ari’s r.e.m beauty to name a few) and so it kind of fell by the wayside and anybody who wasn’t a staunch Gaga stan probably forgot it existed.

Fast forward three years and it seems Gaga’s team might well have agreed with the rest of the world. In June this year, it was announced that Haus Laboratories would be renamed as Haus Labs by Lady Gaga, with each of her products being reformulated.

A post on the brand’s Instagram account said: “Introducing Haus Labs by Lady Gaga, a new brand reimagined: supercharged clean artistry make-up powered by innovation.”

Is it just us or does that caption alone already sound much more exciting? Despite tapping into the phenomenon of ‘clean beauty’ (which is much more a thing in America than it is over here, mostly because it’s a fairly ambiguous term that’s entirely subjective) the whole idea of the brand feels much fresher and more exciting. Haus Labs also switched up its retailer – ditching Amazon in favour of Sephora in the US and international shipping via its website, hauslabs.com – and its packaging, which is much more modern and sleek.

Now, with a few well thought-out changes and an exciting product line up, Haus Labs is shaping up to be the brand that we always knew it could – and should – be. And to add to that excitement, @trendmood1 on Instagram announced that Gaga would be bringing us a whole collection of foundations using so-called ‘triclone skin technology’ – and it’s rumoured that it’s the base product she’s been wearing during her Chromatica Ball World Tour.