The Fall and Rise of Haus Labs

Lady Gaga's cosmetics brand had literally a decade of existence before it first truly hit it out of the park. The 2022 rebrand was so well done in comparison to the iterations before as it was really brand led, not celebrity led. If Gaga left tomorrow, Haus Labs would still be a very solid brand, capable of warranting it's own consumer fan base. However, with that said, I'm even more excited about the future of the brand. The way the heads of the teams talk about the company, going out of their way to disrupt and engage in creativity, they really have got themselves in an innovative place that would be impossible if they were VC owned or even backed by a conglomerate. They really have the freedom few brands at this scale have, and it genuinely makes me curious if this is the beginning of the new era of creativity.

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