Haus Labs relaunched from failure into a hit.

Haus Labs is a lesson in a second act done right. Founded by Lady Gaga, it first launched in 2019 as “Haus Laboratories,” Amazon-exclusive, with an edgy black look — and underperformed. In June 2022 it relaunched as “Haus Labs by Lady Gaga” at Sephora, reformulated as clean and high-performance, with a whole new identity. The hero Triclone Skin Tech Foundation (fermented arnica, 51 shades) became a genuine hit.

The relaunch flipped the aesthetic to clean-luxe white with per-product colour-coding — a “scientist-chic” look that marries Gaga’s avant-garde artistry (the name nods to her “Haus of Gaga” creative team) with a clinical, ingredient-forward, clean-science presentation. Its promise: “supercharged clean artistry.”

(Honest notes: Haus Labs is private and VC-backed (Lightspeed), with Gaga as founder and creative face while CEO Ben Jones runs it; revenue figures (~$75–100 million) are third-party estimates we attribute. The 2019 Amazon launch and 2022 Sephora relaunch are two distinct chapters — the current identity is the white, clean-luxe one, not the old black. No official brand hex is published.)

Haus Labs lives in clean-luxe white and black. Click a swatch to copy the hex.

Haus Labs’ identity is clean, luxe and clinical-with-an-edge — a near-black, a chrome, an artistry red, a soft nude, and an off-white. The base is a crisp white/near-black clean-luxe system with per-product colour-coding; a bold accent nods to Gaga’s artistry. It signals high-performance, clean science with avant-garde credibility. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is white plus a bold accent reads as clean-but-creative. Haus Labs’ world is a bright lab with an artist in it. For designers, it is a reminder that a disciplined white/black base (clinical, clean) paired with a single bold artistry accent can signal both science and creativity — resolving “clean” and “avant-garde” in one system. The takeaways: anchor on a clean white/black base; add one bold accent for artistry; and treat any single hex as unofficial — using a near-black for small text so the accent stays the pop.

The wordmark spirit is a clean sans — clinical and modern.

Haus Labs’ identity carries a clean, clinical, modern spirit — a “HAUS LABS” wordmark on a crisp white system. A clean, slightly technical sans captures the mood: it is precise and contemporary, the register of a brand pitching high-performance clean science. Set against clean-luxe white with a bold accent, the clean type feels clinical yet creative — exactly the scientist-chic personality Haus Labs carries. It is precise rather than decorative, mirroring a lab-grade formula. (Haus Labs’ real wordmark is a trademark and trade dress we describe but do not reproduce, and the exact typeface is not published, so we don’t assert it; “Haus” references Gaga’s Haus of Gaga.) Because the specific mark is not ours to use, the honest description is “a clean sans spirit,” not the Haus Labs logo. The type behaves like the brand: clean, clinical and modern.

Haus Labs stands for clean artistry.

Haus Labs is a lesson in rebranding out of failure. The first version — black, edgy, Amazon-only — flopped; the second — clean-luxe white, Sephora, a genuinely great foundation — worked. The design pivot from “avant-garde vanity line” to “clean artistry backed by science” is what turned a celebrity dud into a top beauty brand. The differentiator is a disciplined clean-luxe identity carrying real product performance.

For designers and brand-builders, Haus Labs offers a clear takeaway: a coherent identity plus a real hero product can rescue a brand. The lessons: when a launch fails, diagnose the identity (not just the SKUs); resolve competing ideas (avant-garde + clean science) into one clean system; and let a hero product prove the promise. It is also a reminder to stay accurate: Haus Labs is VC-backed with a CEO running it, its revenue is estimated, and its current look is the 2022 clean-luxe one — with the palette here an unofficial interpretation. Haus Labs relaunched into clarity — proof that a rebrand can be the difference.

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