The deal with Amazon "was so wonderful because this was like, 'Let's make a deal, let's make a deal to change the world with their beauty,'" she said.
#HAUS LABORATORY FREE#
Lady Gaga told Business of Fashion that Amazon was the only retailer that would give her free rein to build her brand around self-acceptance and confidence. When Haus launched exclusively on Amazon in July 2019, it was a deviation from the industry playbook of launching at one of the major beauty retailers like Sephora and Ulta Beauty. Jones had never been a CEO, nor had he worked in the beauty industry, but the uniqueness of the situation extended beyond his new role. "This is a learning experience for all of us." "Believe it or not, I've never been in this position before," a former employee who was at the meeting recalled Jones saying. And its planned relaunch was taking longer than expected. In March 2021, Ben Jones, the CEO of Lady Gaga's beauty brand, Haus Laboratories, made an emotional appeal to staff in a companywide Zoom meeting.Īt the time, Haus was losing top talent at an alarming rate after a disappointing launch. Haus is preparing to compete with the likes of Fenty and Rare Beauty with a relaunch at Sephora.Former employees say the brand was rushed to market, disappointing customers.Lady Gaga's beauty brand launched on Amazon in July 2019, a first for a high-end makeup line.
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