American singer Lady Gaga, whose real name is Stefani Germanotta, has taken over as CEO of her own cosmetics brand, Haus Labs. As reported by Wave RBC.UA citing industry resource Business of Fashion, the artist is now personally in charge of the commercial management of the company she founded in 2019. Gaga's transition to the top executive role marks a new phase in the brand's development: moving from creative curator and the face of the brand to direct management of business operations.
Who left the post and why it matters
Before Gaga, the CEO position was held by co-founder Ben Jones, who left the business in October 2026. According to the source, Jones had significant experience in the beauty and consumer goods industry: specifically, he worked as Chief Digital Officer (CDO) at The Honest Company. His departure and the subsequent appointment of the founder to the post indicate a concentration of management authority in Gaga's own hands, which is characteristic of brands that have grown from the personal name and image of their creator.
Haus Labs history: from launch to rebranding
Gaga first introduced her beauty label in 2019 under the name Haus Laboratories. The brand was among the first in the beauty industry to enter an exclusive agreement with online retailer Amazon, which provided early access to a wide audience and brand recognition. In 2022, the company underwent a rebranding and was renamed Haus Labs: at the same time, the brand's positioning and cosmetic formulas were updated, allowing the brand to rethink its product line and visual language.
New horizons: the Outer Bio platform
In parallel with managing Haus Labs, Gaga is expanding her presence in related fields. In 2026, she became a co-founder of Outer Bio, a platform for searching for bioactive substances, which she created together with American entrepreneur and her partner Michael Polansky. The company researches and tests new approaches to skin health using its proprietary Yuna platform. Thus, Gaga is building an ecosystem that links decorative and skincare products with science-oriented developments in the field of skincare.
What the change of leadership means for the brand
The appointment of the founder as CEO can be seen as a signal that Haus Labs is shifting to a more centralized management model, where key commercial decisions are made by the creator of the brand herself. For the market, this means an increase in Gaga's personal involvement in the company's strategy against the background of her parallel projects, including Outer Bio. In the competitive beauty industry, such concentration of the founder's attention on operational management is usually aimed at accelerating growth and strengthening the brand's position on retailer shelves.
