BoF: Gaga Becomes Chief Executive of Her Beauty Brand Haus Labs

Lady Gaga has assumed the chief executive role at her beauty brand Haus Labs, effective immediately, according to an exclusive report published on October 29 by The Business of Beauty, the beauty newsletter of The Business of Fashion. The move puts the singer and actor in charge of the company's commercial side as well as its creative direction.

The change follows the departure of co-founder and former chief executive Ben Jones, who left the brand earlier in October, the report said. For founders watching the celebrity brand market, it is a rare case of a famous co-founder stepping into the top operating job rather than away from it.

From Creative Lead to Chief Executive

The Business of Beauty reported that Gaga, whose given name is Stefani Germanotta, will take on commercial stewardship of the label alongside creative direction and product development, which she has led since the brand launched in 2019.

In a statement to the publication, Gaga said: "Ben and I started Haus Labs together eight years ago, and I'm incredibly proud of what we've built. I'm excited to take on a more active role in the company and work alongside our incredible team to build on everything we've accomplished together." She added: "I have a lot of vision for this brand, and we have so much more we want to do."

Jones also issued a statement, saying the pair set out to build what he called a "forever brand" and that he was confident she would build on that foundation.

How the Brand Was Built

According to the report, Jones joined Haus Labs after Michael Yanover, then head of business development at Creative Artists Agency, introduced him to Gaga. Before the brand, Jones served for nearly two years as chief digital officer of The Honest Company and held leadership roles in the video game industry.

The company launched in 2019 as Haus Laboratories after a Series A round led by Lightspeed Venture Partners, and it was the first beauty line to release exclusively on Amazon, the publication said. In 2022 it relaunched with Sephora as Haus Labs by Lady Gaga, with a refreshed look and product range. Its Triclone Skin Tech Medium Coverage Foundation has become a Sephora bestseller, according to the report.

That path, from an exclusive online launch to a major retail partner, is a familiar arc for direct to consumer brands that need wider distribution to grow.

The leadership change also comes after chief marketing officer Angela Simpson left in August to join the makeup brand Patrick Ta, the report noted.

Why Founders Should Pay Attention

Celebrity beauty brands often separate the famous face from the operating team. The star supplies vision, audience and credibility, while a professional executive runs supply chains, retail partners and budgets. Haus Labs is now testing a different model in which the best known founder also holds the commercial reins.

That carries clear advantages. A founder CEO can make decisions quickly, keep the product aligned with the original vision and speak for the company with unusual authority. The risks are equally clear. A chief executive must manage margins, retailer relationships and hiring, and a founder with a demanding career outside the company has to show that the business gets the attention it needs.

What Has Not Been Said

The report did not detail how Gaga will split her time between the company and her music and acting work, or whether new senior hires will support her in the role. Neither party has publicly said why Jones left beyond the statements quoted above.

What is confirmed is the core fact: one of the most recognisable founders in beauty is now also its chief executive. For other founders, the lesson is a simple one. When a co-founder exits, the question of who runs the business deserves a clear, public answer, and Haus Labs has given one.