Lady Gaga‘s Haus Labs has entered into a lucrative new partnership with retail giant Sephora – and it looks set to take the successful cosmetics line to higher heights.

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Launched in 2018, Mother Monster’s foray into the world of beauty saw her opt for the unique direct-to-consumer route by exclusively partnering with online retailer Amazon. 

That deal helped establish ample visibility, saw the brand be immediately available in 200 countries, and helped drum up sales sources say are north of $30 million.

Looking to elevate the more, the company’s next chapter will see Sephora serve as the home of the newly rebranded Haus Labs (previously known as Haus Laboratories). [Per WWD, there will be no further restocks on Amazon]

Speaking on the pact, Gaga said:

“I’m extremely excited to announce that we are bringing brand new supercharged clean artistry makeup to the world, through a place that has inspired me for years. @sephora @hauslabs“

No stranger to celebrity brands, Sephora has most notably been the home of Rihanna’s Fenty Beauty and, over the last year, has welcomed lines from Selena Gomez and Gwen Stefani.

Continuing to be anchored in inclusivity, the next phase of Haus Labs will see 100 new products (spanning eye, lip, and cheek items) launched on June 9. Eventually, Haus Labs will be available across 500 Sephora stores.

Go Gaga!

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