Dive Brief:
- Tapping into its growing Sephora customer base, Kohl’s on Monday introduced the Haus Labs by Lady Gaga cosmetics brand across its Sephora at Kohl’s shop-in-shops and on the Kohl’s website.
- As part of the collaboration, the makeup brand will offer 132 SKUs across eight categories including lip, cheek, eye and complexion products, priced between $16 to $49, according to a company press release.
- The brand released its products at Sephora U.K. in June 2023 and in Sephora Europe in March.
Dive Insight:
Years after Kohl’s planned the launch of hundreds of Sephora shop-in-shops in its stores, the partnership continues to pay dividends for the department store. Forty percent of Sephora shop-in-shop customers are new to the retailer, Kohl’s CEO Tom Kingsbury said in March.
Last year, its Sephora at Kohl’s locations generated more than $1.4 billion in sales, and the retailer expects the collaboration to bring in more than $2 billion by 2025.
"We are excited to continue [Haus Labs’] momentum by expanding into Sephora at Kohl's, bringing Haus Labs by Lady Gaga to new beauty consumers across America," Ben Jones, CEO of Haus Labs by Lady Gaga, said in a statement. "We are thrilled to launch this August, two years after our initial debut at Sephora, with our trusted retail partners, at the right place and time, for another win-win."
Though Haus Labs continues to expand through Sephora, its previous major retail partner was Amazon. Under its old name, Haus Laboratories, the brand tapped Amazon in 2019 to be its exclusive retail partner, allowing shoppers to buy its lip gloss, lip liner and other cosmetics. It relaunched as Haus Labs in 2022.
Kohl’s investment in Sephora comes as the company reports declining sales. In fiscal year 2023, the company’s net sales dipped 3.4% year over year to $16.6 billion, while comparable sales decreased 4.7%. Those losses continued into the first quarter of this year, when its net sales fell 5.3% to $3.2 billion, with comps down 4.4%. In its Q1 earnings, the company said it planned to spend $500 million this year on the “expansion of [the] Sephora partnership and other store-related investments.”
