Haus Beauty

What Haus Beauty does

Haus Beauty operates as Haus Labs by Lady Gaga, a private beauty company selling clean, cruelty-free, vegan, skincare-infused makeup to general beauty consumers, inclusive beauty seekers, and professional makeup artists. Its product portfolio spans complexion, lip, cheek, eye, bronzer/contour, powder, highlighter, and makeup tools, with flagship products including Triclone Skin Tech Foundation, Triclone Skin Tech Concealer, PhD Hybrid Lip Oil, Atomic Shake Lip Lacquer, Color Fuse Blush, Optic Intensity Eco Eyeliner, and B Structural Mascara.

The company’s core product differentiation is formulation-based rather than software-based. Its HausTech Powered formulations include patent-pending or proprietary complexes such as Triclone Skin Tech, Fermented Arnica, BioFerment 7 Complex, IntelliZen 7 Complex, Vegan B-Silk, Vegan Collagen, Marine Algae Extract, and Shine Boost Complex. The complexion line emphasizes inclusivity and shade matching, with 51 foundation shades, 31 concealer shades, a Shade Finder Quiz, and a Foundation Discovery Set.

Haus Labs monetizes through one-time product sales rather than subscriptions. It sells directly through hauslabs.com and through an exclusive Sephora retail partnership across the US, Canada, UK, and Europe, with international e-commerce enabled through Global-e for shipment to more than 100 countries and territories. Individual product pricing in the input ranges from promotional prices around $13.20 to sets at $64, supported by promotions, free shipping thresholds, installment payments through Klarna and Afterpay, and gift-with-purchase offers.

Name

Haus Beauty

Legal name

HLB90067, Inc.

Website

https://hauslabs.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Haus Beauty, operating as Haus Labs by Lady Gaga, sells clean, vegan, skincare-infused makeup to beauty consumers and makeup artists through hauslabs.com and Sephora, with foundation, concealer, lip, cheek, eye and tool products.

Ownership category

akta.pro rank

Product category

Clean Beauty Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Clean color cosmetics
• Vegan makeup products
• Skincare-infused foundation
• Lip and eye cosmetics
• Beauty application tools

Headquarters

HQ city

Manhattan Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations

Revenue model

1. Direct Product Sales (DTC): Direct-to-consumer sales through hauslabs.com e-commerce platform. Products include foundation, concealer, lipstick, lip oil, mascara, eyeliner, blush, highlighter, bronzer, tools, and gift sets. Revenue is generated through one-time product purchases with no subscription model.
2. Retail Partnership (Sephora): Products sold through Sephora retail stores across US, Canada, UK and Europe. Haus Labs is available exclusively at hauslabs.com and Sephora.
3. Promotional Bundling: Free gift promotions with minimum purchase thresholds ($100+, $150+) to drive average order value. Free shipping on US orders over $50.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Haus Labs by Lady Gaga designs, formulates, and sells a clean, vegan, cruelty-free color cosmetics line under its HausTech Powered platform, spanning foundations, concealers, lip products (lacquers, oils, glazes, crayons), eye products (mascaras, eyeliners, eyeshadow palettes), cheek products (blushes, highlighters), face contouring (bronzers, shaping balms), and branded application tools. Products combine proprietary patent-pending skincare complexes (Fermented Arnica, BioFerment 7, IntelliZen 7, Vegan Collagen) with high-performance pigments and are sold through the hauslabs.com DTC storefront and Sephora retail.

Product overview

Haus Labs by Lady Gaga is a clean beauty brand offering a comprehensive line of skincare-infused makeup products. The portfolio centers on the Triclone™ Skin Tech Foundation and Concealer as flagship offerings, complemented by an extensive color cosmetics range including lip products (Atomic Shake Lip Lacquer, PhD Hybrid Lip Oil, PhD Hybrid Lip Glaze, Le Monster Lip Crayon), cheek products (Color Fuse Blush Powder, Color Fuse Glassy Blush Balm Stick, Bio-Radiant Highlighters), eye products (Optic Intensity Eco Eyeliner, Clear Cut Liquid Eyeliner, B Structural Mascara), face contouring (Power Sculpt Bronzer, Precision Sculpt Shaping Balm), and professional-grade tools (Foundation Brush, Concealer Brush, Dual-Ended Multi-Purpose Brush, Precision Sculpting Brush). The brand is distributed exclusively through hauslabs.com and Sephora, with a Shade Finder Quiz and Discovery Set program to help customers find their ideal foundation match.

Differentiator

Problem solved

Functional benefit

Products and services

• Triclone Skin Tech Medium Coverage Foundation
• Triclone Skin Tech Concealer
• Atomic Shake Lip Lacquer
• Atomic Shake Lip Lacquer Duo
• PhD Hybrid Lip Oil
• PhD Hybrid Lip Glaze
• Le Monster Lip Crayon
• Color Fuse Blush Powder
• Color Fuse Glassy Blush Balm Stick
• Bio-Radiant Gel-Powder Highlighter
• Bio-Radiant Glassy Highlighter Balm
• Power Sculpt Velvet Bronzer
• Precision Sculpt Shaping Balm
• Optic Intensity Eco Eyeliner
• Clear Cut Liquid Eyeliner
• B Structural Volumizing + Lengthening Mascara
• Eye Library Eyeshadow Palette
• Bio-Blurring Loose Setting Powder
• Foundation Brush
• Concealer Brush
• Dual-Ended Multi-Purpose Brush
• Dual-Ended Precision Sculpting Brush
• Glaze Gaze Set
• Triclone Skin Tech Foundation Discovery Set

Quantifiable outcome

• Triclone Foundation won Allure Best of Beauty
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• SephoraflagshipChannel Partner/ Reseller/ DistributorExclusive retail partnership. Haus Labs products are available at Sephora stores across the US, Canada, UK, and Europe. This is the only authorized retail channel besides hauslabs.com. The partnership provides significant brick-and-mortar distribution and access to Sephora's loyal beauty customer base.
• Born This Way FoundationcoreStrategic or Co-development PartnerCharitable partnership with Lady Gaga's foundation supporting mental health. Starting May 2020, $1 from every paid transaction on hauslabs.com is donated to BTWF in support of mental health crisis awareness and programs. Shared mission to build a kinder and braver world.
• Global-ecoreTechnology or IntegrationInternational e-commerce partner facilitating and processing international orders. Enables Haus Labs to ship to 100+ countries and territories with localized payment options and checkout experience.
• Acceleration PartnersminorGTM or Marketing PartnerAffiliate marketing program manager for Haus Labs. Manages the affiliate/influencer marketing program at [email protected].
• CMM PRminorGTM or Marketing PartnerPR agency handling media inquiries for US and Canada at [email protected].
• Irene Moore Digital MarketingminorGTM or Marketing PartnerDigital marketing agency handling media, makeup artists, creators/influencers and agents for UK and Europe.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Rare Beauty: Celebrity-founded (Selena Gomez) clean-leaning color cosmetics brand sold DTC and through Sephora with a strong foundation and complexion range. Directly comparable to Haus Labs on founder-led model, Sephora distribution, and inclusive shade positioning.
• Fenty Beauty: Celebrity-founded (Rihanna) prestige color cosmetics brand historically exclusive to Sephora with industry-leading shade range and category-defining foundation launches. Closest comparable to Haus Labs on celebrity-driven, foundation-led, Sephora-anchored strategy.
• Kosas: Clean-positioned color cosmetics brand with skincare-infused complexion and lip products, sold DTC and through Sephora. Closely comparable formulation philosophy (skin-meets-makeup) and retail mix to Haus Labs.
• ILIA Beauty: Clean beauty brand selling skincare-infused complexion, lip, and eye products DTC and at Sephora with a strong sustainability and ingredient story. Comparable to Haus Labs on clean credentials, Sephora distribution, and complexion-led assortment.
• Tower 28 Beauty: Clean, vegan, hypoallergenic color cosmetics brand built around sensitive-skin-friendly formulas, sold DTC and at Sephora. Comparable to Haus Labs on clean positioning, Sephora concentration, and millennial/Gen Z target consumer.
• Saie Beauty: Clean beauty brand with skincare-makeup hybrid complexion products (dewy foundations, tints) sold DTC and through Sephora. Comparable to Haus Labs on makeup-skincare crossover positioning and Sephora distribution.
• RMS Beauty: Pioneer clean color cosmetics brand focused on skin-friendly, organic ingredient formulations across complexion, lip, and cheek products. Comparable formulation philosophy and clean-beauty positioning to Haus Labs.
• Jones Road Beauty: Bobbi Brown's clean, skincare-infused "no-makeup makeup" color cosmetics brand built primarily on DTC with selective retail. Comparable on founder-led brand authority and clean complexion-first product positioning.
• Pat McGrath Labs: Celebrity makeup-artist-founded prestige color cosmetics brand with high-shine, high-pigment lip and complexion hero products sold DTC and via Sephora. Comparable founder/artist-led narrative and premium prestige pricing tier.

Broad incumbents

• Charlotte Tilbury: Established celebrity-makeup-artist-founded prestige beauty house owned by Puig, spanning complexion, lip, eye, and fragrance. Comparable as the largest incumbent in the celebrity-artist prestige color cosmetics category that Haus Labs operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hauslabs
• YouTubeyoutube.com/hauslabs
• Facebookfacebook.com/hauslabs
• LinkedInlinkedin.com/company/hauslabs
• Instagraminstagram.com/hauslabs
• TikToktiktok.com/@hauslabs
• Pinterestpinterest.com/hauslabs

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haus Beauty