Lady Gaga steps deeper into beauty with Haus Labs’ “The Art of Beauty” campaign. The rebrand features Gaga sheathed in beige face paint, a bold visual heralding a new chapter for Haus Labs. Originally launched in 2019 as Haus Laboratories — exclusively on Amazon — the brand reworked its identity in 2022, relaunching as Haus Labs by Lady Gaga via Sephora with clean, cruelty-free, vegan makeup and a formula play that dropped over 2,600 problematic ingredients.
Sales & product demand show real traction. In the last six months, the brand pulled in an estimated $11 million in e-commerce revenue, selling about 351,000 units. Its Triclone Skin Tech Medium Coverage Foundation remains a top performer, alongside strong sales on its concealer and mascara SKUs. On TikTok Shop, Haus Labs brought in nearly $873,000 in revenue in the first half of 2025, with peak months and viral product drops driving spikes.
Comparative Beauty Brand Performance
Selena Gomez’s Rare Beauty has become one of the top celebrity beauty powerhouses. In 2023 its revenue was estimated at $350 million, and it crossed $400 million in net sales in the 12 months ending roughly around February-March. It’s valued over $2 billion, driven by strong product hits (like the Soft Pinch blush) and its social mission.
Haus Labs (Lady Gaga’s clean-beauty relaunch via Sephora in 2022) also shows solid momentum. Recent public data puts its year-to-date revenue north of $25-50 million, with TikTok Shop alone pulling in $872,000+ in the earlier half of 2025. It’s seen steady social growth (Instagram growth from ~1.1M to ~1.3M in a year) and strong buzz around hero SKUs like mascara.
Rare Beauty is operating at a scale that suggests celebrity brands can cross from niche / beauty influencer level into serious mass market / prestige revenue levels in a few short years. Haus Labs isn’t at Rare’s scale yet, but its revenue range, product performance, and social engagement show it’s moving decisively in that direction. If “The Art of Beauty” campaign and new SKUs are well timed (especially around festivals or big beauty moments), Gaga’s brand could expect acceleration.
Key wins for Haus Labs will be whether they can replicate Rare Beauty’s cross-channel success (DTC + Sephora + international) and whether visibility (e.g. this campaign) converts into sustained sales rather than one-off virality.