Haus Labs, the makeup brand founded by Lady Gaga, continues to expand its presence worldwide, now in exclusive partnership with SEPHORA. However, while the products are already available in several countries, the cosmetics line has yet to officially launch in Brazil — and it’s not for lack of trying.
The brand’s registration request in the country was made on August 12, 2021, through Ate My Heart Inc., the company responsible for the artist’s commercial activities. However, the application encountered opposition from Biocuthis – Indústria e Comércio de Cosméticos Ltda Eireli, the holder of the “Hauss” trademark, registered in Brazil since 2011 for products in the same category (cosmetics and personal care).
Biocuthis argued that the phonetic similarity between “Haus Labs” and “Hauss” could confuse Brazilian consumers, as both brands operate in the same market segment. The company emphasized that it had invested years in promoting and building the Hauss brand’s reputation and allowing such a similar brand to enter the market would constitute unfair competition. They also claimed that the artist was copying them, although the “Hauss” brand only emerged in 2011, while Lady Gaga has been using the term since 2008.
Despite the evidence presented by Gaga’s team, including screenshots of Brazilian influencers like Karen Bachini and Penélope Jean using Haus Labs products, the National Institute of Industrial Property (INPI) upheld its decision to reject the registration.
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According to the technical report from INPI, published on March 5, 2024, Haus Labs was considered too similar to the Hauss brand. The agency stated that the coexistence of the two brands could cause confusion or a mistaken association among consumers, which is prohibited by Article 124, Item XIX of the Industrial Property Law (Law No. 9.279/1996). INPI also emphasized that the international fame of Haus Labs and Lady Gaga does not override the need to respect existing local registrations.
For now, Brazilian fans wanting to try the brand’s products will have to continue resorting to imports.