In a major move to globalize its brand, Lady Gaga’s Haus Labs officially expanded into the Asia-Pacific region in May 2025, through an exclusive partnership with Sephora. The expansion makes Haus Labs available across Australia, Hong Kong SAR, Malaysia, New Zealand, the Philippines, Singapore, and Thailand. This marks the brand’s most significant international growth since its relaunch in 2022 under a clean, vegan, and cruelty-free ethos. All 125 of Haus Labs’ products -- including its viral 'Triclone Skin Tech Foundation' -- are now available in Sephora stores and online across the region.
Haus Labs has localized its marketing to support the launch and enlisted regional influencers to amplify brand storytelling. The expansion underscores the brand’s mission to redefine beauty through science, inclusivity, and performance-driven makeup. Haus Labs' Asia-Pacific debut positions it to meet rising demand for high-performance, ethical cosmetics in some of the world’s fastest-growing beauty markets.
Image Credit: Haus Labs
Why This Trend Is Growing
- Localized Influencer Marketing
- Localized influencer marketing highlights the need for brands to adapt strategies per region to enhance engagement and brand visibility.
- Global Ethical Beauty Movement
- The global ethical beauty movement accelerates opportunities for brands committed to clean, vegan, and cruelty-free products.
- Science-driven Cosmetics
- An increase in science-driven cosmetics, emphasizing innovation in makeup formulation, caters to performance-focused consumers seeking superior results.
Industries Being Reshaped
- Cosmetics Retail
- Cosmetics retail experiences a shift as collaborations with global beauty brands and retail giants like Sephora shape access in international markets.
- Ethical Consumer Goods
- Ethical consumer goods gain momentum as consumer preference shifts towards products that align with personal values like sustainability and ethics.
- Influencer Marketing
- Influencer marketing evolves as brands increasingly leverage regional personalities to drive product awareness and authenticity in new markets.
