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This also adds to Sephora’s array of celebrity beauty brands, including Fenty Beauty by Rihanna and Rare Beauty by Selena Gomez.
Haus Labs was first released via Amazon in nine countries in 2019, before its exclusive global retail partnership with Sephora began in 2022.
With the launch this May, consumers in Australia, Hong Kong, Malaysia, New Zealand, Philippines, Singapore, and Thailand will be the first in Asia-Pacific (APAC) to access the brand’s full line-up of 125 products across Sephora’s brick-and-click network.
According to Jenny Cheah, Managing Director of Sephora South East Asia (SEA), Oceania and India, Haus Labs’ innovative, clean, science-driven and cruelty-free products sit at the intersection of three key beauty trends that the retailer is seeing in the region.
“These are namely the rising demand for science-backed beauty products, growing interest in multifunctional products that combine quality with efficacy, and increasing population of consumers who favour ethically produced and inclusive products that cater to their needs yet resonate with their values.
“Sephora partners with brands whom we love and believe in. The expansion of our long-standing collaboration with Haus Labs is a testament to Sephora’s capability in elevating and scaling beauty brands globally, which underpins our ability to provide a differentiated offering,” Cheah told CosmeticsDesign-Asia.
She added that Haus Labs has been a beloved brand within Sephora’s global beauty community since its debut, and that the retailer’s prestige beauty offerings in APAC now comprise nearly 250 brands.
“Asia remains a growth region for the global cosmetics industry, with SEA’s diverse beauty and personal care market expected to continue on an upward trajectory.
“At Sephora, we listen intently to our customers to meet them where they are in their beauty journey, and focus on cultivating a loyal and thriving community of beauty enthusiasts through elevated beauty retail experiences, and a differentiated and vast offering.”
In addition, Ben Jones, CEO of Haus Labs by Lady Gaga, considers the brand’s entry into APAC as a “critical milestone”.
“We will enable new consumers to see, touch, and feel our products only at Sephora, showing them that Haus Labs by Lady Gaga is a leader at the forefront of art, science, beauty, and technology.”
Supercharging makeup
Haus Labs by Lady Gaga is best known for its proprietary HausTech Powered Innovation, which integrates science into makeup to create high-performance products.
This means incorporating “skin-optimising ingredients” into formulations, with a focus on delivering both aesthetical and skin care benefits.
One of its hero products is Triclone Skin Tech Foundation, a bestselling foundation that is available in 51 shades and contains more than 20 skin care ingredients including fermented arnica, which is claimed to be 860% more effective than traditional arnica in reducing redness, inflammation, and environmental stress on the skin.
Other highlighted products include PhD Hybrid Nourishing Lip Oil and PhD Hybrid Plumping Lip Glaze. The latter is a four-in-one product that combines the hydration of a lip oil, cushion of a balm, volumising effect of a plumper, and high shine of a gloss.
It is formulated with Polyplumper Peptide Complex, a custom blend of Maxi-Lip and Volulip to result in the appearance of fuller lips; vegan collagen to leave lips feeling moisturised and supple; and prickly pear oil to calm inflammation and restore the natural moisture barrier for added hydration.
A third-party consumer perception study involving 35 participants showed that the product provided hydrating effect and burn-free plumping after two weeks of continuous use.
Additionally, the newly launched Color Fuse Blush Powder is made of over 11% of skin care actives, including fermented arnica and Hydraberry. It is said to not only achieve a vibrant colour payoff but also skin-nourishing benefits.
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