Fragrance house

Lady Gaga

Lady Gaga entered the fragrance business in November 2010, when Coty partnered with her to develop and market her first signature fragrance, with Gaga serving as creative director alongside her Haus of Gaga team. In 2012, Lady Gaga Fame launched as the first fragrance from Haus Laboratories in a joint release with Coty. Fame became especially associated with its black-to-clear format: the liquid appeared black in the bottle but sprayed clear and became invisible once airborne. Gaga announced sales of six million bottles in the fragrance’s first week. Eau de Gaga followed in August 2014 as her second fragrance, developed with Coty and intended for all genders. By 2019, Haus Laboratories had evolved from Gaga’s earlier Coty fragrance licensing venture into an independently launched beauty brand centered publicly on self-expression, self-acceptance, and liberation.