Haus Labs, a vegan and cruelty-free cosmetics brand launched in 2019 by Lady Gaga, is on rebranding. After the lack of success registered with the exclusive partnership with Amazon, the brand of the famous American pop star is ready to return to the market thanks to the massive distribution of Sephora, among the global leaders in cosmetics and owned by LVMH.

The brand’s relaunch has been announced for next month and, after a 2019 drop in sales for make-up and a 2020/21 marked by the pandemic, 2022 seems to be the right time to aspire to the revival of the project. The brand also seems to have all it takes to break through: the inclusivity of the proposal seems to fully reflect the personality and the sincere activism of the singer, make-up is definitely back into the wishes of consumers and the phenomenon of skincare (his great indirect competitor) is stabilized.

“I’m extremely excited to announce that we are bringing brand new supercharged clean artistry makeup to the world, through a place that has inspired me for years”. Gaga tweeted last week. “At Haus Labs, artistry is for everyone, and no one should have to damage their skin or sacrifice their principles and values to be self-expressive with high-performance makeup.”

Thanks to the relaunch, Haus Labs products will be available in hundreds of stores, where they will surely find the best spot and the best visual strategies. An approach that was fundamental for the great success of Fenty Beauty and Drunk Elephant, and that could reserve for Lady Gaga – as written on her brand’s insta page – a beautiful future in cosmetics.