The overall theme is supercharged artistry and futuristic, science-backed formulas that are clean and keep sustainability in mind. The beauty world is always evolving and we like to think of the brand as being steps ahead in innovation. Kindness is the core belief and the heart of Haus Labs, along with our passion to create products for everyone that are high-tech, high-performance, and high-pigment. Our products are formulated with proprietary HausTech Powered Innovation, which merges science and skincare to create makeup that delivers performance but also makes your skin feel and look better.

Founders: Lady Gaga and Ben Jones

Founded: September 2019

Leadership:

• Lady Gaga, Co-Founder
• Ben Jones, CEO and Co-Founder
• Ashumi Shippee, CFO
• Kelly Coller, CMO
• Gloria Ryu, CPO

2023 Full Year Expected Revenue Range: $75 to $100MM (estimated by industry experts)

Categories: Color Cosmetics

Distribution Channel: Prestige

Funding Rounds: Venture Capital

Notable Investors: Lightspeed Venture Partners

Board Members: Lady Gaga, Ben Jones, Nicole Quinn, Michael Yanover

Has your brand participated in any form of an accelerator program? Sephora Incubator Program

What are some of your key business initiatives for 2023?

• Always on foundation programming and innovative trial and tech (foundation is viral hit and best seller)
• Eyes on international
• Rolling out to all Sephora doors in US and Canada in September, increasing from 500 to all 625+
• Continued innovation

What are you most proud of having accomplished?

• We successfully defined, created, and launched a net new Haus Labs, the future of clean makeup, with patented and proprietary formulas, chic sustainable packaging, a new visual brand language, and brand DNA— successfully reinventing every consumer touchpoint and exceeding every key performance indicator (KPI)
• +400% year-over-year growth from 2021 to 2022
• Multiple best-selling, most loved, award-winning, viral products across eyes, lip, face, and cheek—in color and complexion
• TikTok challenge for our Haus Labs Foundation generating over 9 billion views and helping drive product sellouts and breaking all records
• Relationship with Sephora, as our exclusive global partner
• Direct-to-consumer (DTC) reinvention and innovative shade finder, solving undertone challenges

What has been the biggest surprise since the brand was founded?

From Lady Gaga: “No one tells you that in most makeup brands, product development isn’t necessarily led by product development (PD) teams. I believe in a product-first approach—building brands and formulas from the inside out, listening to what’s in your heart, listening to the fans, not following trends (but leading), and not just looking at analytics or what’s “popular.”

What aspect of your brand DNA fuels your competitive advantage?

We’ve worked extremely hard to follow our minds, hearts, and dreams towards what we believe to be the future of beauty, which is how we landed at this unique positioning of clean artistry powered by innovation.

Please share your insight on the future of the beauty industry.

Consumers will continue to be focused, smart, and (even more) knowledgeable about the ingredients housed within their beauty products and are conscious of what they are putting on their faces while also demanding the best performance and packaging. Authenticity and innovation continue to be the key pillars of how you win.

Paying it forward, what advice would you give to someone contemplating launching a beauty brand?

Believe in your vision and surround yourself with the best people. They don’t have to be within 10 miles of your HQ.

If you could change one thing in the beauty industry what would it be?

Eliminating the global supply chain crisis.