Dive Brief:
- After a successful launch in the U.K. last year, Haus Labs by Lady Gaga on Tuesday began selling products in 12 European countries via Sephora.
- Products will be available in Sephora stores and online across France, Italy, Spain, Portugal, Sweden, Denmark and Germany. Shoppers in Switzerland, Greece, Romania, Poland and Czech Republic will be able to purchase products on the retailer’s website only.
- To coincide with the launch, Lady Gaga and content creator NikkieTutorials teamed up with Sephora Europe for a livestream on Tuesday across the retailer's e-commerce platforms and social channels in the regions.
Dive Insight:
After expanding to the U.K., Haus Labs by Lady Gaga is going all in on Europe — aiming for a share of its lucrative cosmetics market.
The Grammy and Oscar winner is founder of the brand that boasts innovation — including its triclone skin tech foundation — and clean makeup that’s cruelty-free and vegan, according to the company.
In the new geographies Haus Labs will offer its full assortment — 125 products with innovative cutting-edge skin care technologies across nine key categories in color and complexion, the company said in its announcement Tuesday.
A report by EuroDev has the Europe cosmetics market size estimated at nearly $61 billion in 2023, and is expected to grow at a compound annual growth rate (CAGR) of 2.06 % annually between 2023-2027.
“Europe is a critical milestone for Haus Labs By Lady Gaga,” Ben Jones, CEO of Haus Labs by Lady Gaga, said in a statement. “We are honored to be exclusive with the global retail powerhouse, Sephora.”
Haus Laboratories first launched exclusively on Amazon in 2019 on the e-commerce platform's Prime Day. The company in 2022 rebranded itself to Haus Labs by Lady Gaga. The brand announced it would sell exclusively at Sephora and on its own website.
This latest expansion adds a dozen countries to Haus Labs distribution: The brand is now available via Sephora in 15 countries globally, including the U.S., Canada and England, according to a company spokesperson.
Sylvie Moreau, president of Sephora Europe and the Middle East, said Sephora’s partnership with Haus Labs is a natural extension.
“At Sephora, we are constantly looking for innovative brands to bring to our customers,” Moreau said in a statement. “We are confident they will be thrilled to discover the creative and inspiring world of Haus Labs by Lady Gaga and thrilled to experience the brand’s game-changing formulas.”
Lady Gaga is among a growing list of female entertainers that have launched beauty brands. Others include Rihanna, who started Fenty Beauty, Selena Gomez (Rare Beauty), Jennifer Lopez (JLo Beauty) and Ariana Grande (r.e.m Beauty). Last month, multi-Grammy winner Beyonce’ launched her new haircare brand Cécred.
