Haus Labs will launch its Sun Dipped Bronzing Veil bronzer in 11 shades instead of the original six, after pausing the July rollout and returning to the lab to develop a wider range for darker skin tones.

The decision followed public criticism led by beauty influencer Golloria George (@golloria), a creator known for content exposing gaps in shade inclusivity across beauty brands. George and other creators flagged the six-shade range online before the product reached shelves, prompting Haus Labs — the brand founded by singer and actress Lady Gaga — to halt the launch.

In a statement addressed to its community, Haus Labs acknowledged two failures: the inadequate shade range and its initial handling of the criticism. "Although we went through our shade development process, at some point the decision was made internally to launch with only six shades. That was the wrong decision," the brand said.

The company also admitted it had asked George to remove her post on the technicality that she was under embargo — a move it now calls unacceptable. "This was unkind and not at all how a creator or any customer's voice should ever be treated," the statement read. "We took both of these failures extremely seriously, and took steps to make change."

Haus Labs credited George directly for the reversal. "Thanks to her powerful voice, we decided to pause the launch and go back to the lab to ensure we had a truly inclusive shade range from day one," the brand said, adding that it held internal conversations to prevent a repeat of the episode.

The statement closed with a personal apology: "I truly apologise 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 brand confirmed the bronzer "will launch soon with 11 inclusive shades, now offering beautiful options we developed for every skin tone."

Industry response

The apology drew a largely positive reaction across social media. Beauty educators The Lipstick Lesbians — Alexis Androulakis and Dr Christina Basias Androulakis — responded: "So great @hauslabs ❤️"

User Anna (@annbann108) wrote: "This is how brands take accountability for their actions!! The right response can gain respect, where the wrong one can lose it. Thank you Haus Labs. Forever a customer."

Creator Ciera Nikole (@cieranikole_) added: "Thank you Haus Labs and Gaga for recognising this and taking it on the chin. This is why I love the brand so much because inclusion should be the main focus for a brand always!!!"

Context for the brand

The episode stands out against Haus Labs' broader positioning. Earlier this year, the brand was named one of the most inclusive brands in beauty. It recently cast Emily in Paris actor Philippine Leroy-Beaulieu to front its We Love Concealer campaign.

Haus Labs is also not Lady Gaga's only venture in the space. The singer recently co-founded Outer Bio, a bioactives discovery platform, with her fiancé, entrepreneur Michael Polansky.

The relaunched Sun Dipped Bronzing Veil, now in 11 shades, will test whether the brand's corrective process — from caught mistake to inclusive range — can convert a public misstep into lasting credibility with the consumers who forced the change.