Lady Gaga’s beauty brand Haus Labs appoints local agency partner
Max Media Lab has been named the agency of record for Lady Gaga’s beauty brand Haus Labs across the APAC region.
The agency will oversee communications, event production, and paid talent strategies across Australia, New Zealand, and Asia Pacific. It will lead the local launch of Haus Labs, set to take place next month.
Haus Labs was launched by global pop icon Lady Gaga in 2019 in the US. It was the first major beauty line to launch exclusively on Amazon, and has since expanded into nine countries, including the UK, Japan, Germany, and France.
Max Media Lab will also support the Haus Labs global team with an integrated comms strategy designed to increase brand awareness and resonance while driving consumer engagement. It hopes to solidify itself as a “leading force” in the beauty space.
“We are honoured to be partnering with Haus Labs by Lady Gaga, a brand that is redefining beauty through innovation, inclusivity, and self-expression,” Lynette Phillips, CEO and founder of Max Media Lab, said in a media release.
“Haus Labs has already established itself as a leader in the global beauty industry, and we look forward to bringing its revolutionary products and vision to Australian audiences.”
The agency is known for its luxury client portfolio, which includes the likes of Hermès, Ralph Lauren, Giorgio Armani, Dolce and Gabbana Beauty, and more recent wins including Dwayne Johnson’s Teremana Tequila and La Prairie.
The agency also recently joined the Independent Media Agencies of Australia (IMAA).
The partnership has commenced, with a series of luxury events, exclusive seeding opportunities, and immersive brand activations due in the coming weeks and months.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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Haus Labs Australia
Haus Labs by Lady Gaga
Lady gaga
Lynette Phillips
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