ICYMI, Haus Labs just hit pause on a controversial launch, and founder Lady Gaga is the one explaining why.
Ahead of the planned launch of the Sun Dipped Bronzing Veil this past July, the Haus Labs community, led by influencer and creator Golloria, called out the brand for its limited shade range. Trying the shades sent to her by the brand, she was shocked at the coloring. Per the message, the company’s first response to that feedback missed the mark too.
In a statement shared on Instagram, Haus Labs owned up to both mistakes. On the shade range, the brand said the decision to launch with only six shades was made internally at some point in development, and that “That was the wrong decision.” In the response to Golloria, the company admitted it asked her to remove her post because she was under embargo. Their words: “This was unkind and not at all how a creator — or any customer’s voice — should ever be treated.”
So what changed? Haus Labs says it “decided to pause the launch and go back to the lab to ensure we had a truly inclusive shade range from Day 1.” The brand also had what it called “important internal conversations” about where things went wrong.
Gaga’s note to the community didn’t hedge: “I truly apologize to Golloria and the community for where we fell short. You were 100% right. We will work hard to make sure it never happens again. Personally, I will see to it.”
The message continues, “We heard you loud and clear. In the past, we have been steadfast about our shade development process across all of our complexion and color products. We have also always held ourselves to a high standard in how we treat our community — with kindness and respect.”
The updated plan: Sun Dipped Bronzing Veil will launch soon with 11 shades, up from six. Haus Labs closed with “We love you, and we are sorry. We hope you can see in these new shades that we took your feedback incredibly seriously — and that we truly care.”
So far, the launch is on ice, but not for long. Will 11 shades be the answer the community was looking for? Is a pause, a rework and a public apology enough to reset the conversation? And how many brands are quietly checking their own shade ranges this week?
