US
Mar 25, 2021

HAUS LABORATORIES and Klarna unveil state-of-the-art creative studio

The Los Angeles-based interactive space will provide access to the Haus network for up-andcoming creators

LOS ANGELES (March 25, 2021) - HAUS LABORATORIES, Lady Gaga’s color cosmetics company focused on providing artistry tools for self-expression, and Klarna, a leading global retail bank, payments and shopping service, are proud to announce the launch of a state-of-theart studio developed as an incubator for emerging creators and the brands’ community of creatives, influencers and artists. Based in Los Angeles, ‘The Studio by Klarna x Haus Labs’ reflects a mutual brand commitment to fostering creativity and self-expression, providing a platform and resources for innovative, emerging creators.

Klarna, a global brand known for pushing boundaries and taking creative risks, was a natural partner for HAUS LABORATORIES when building a space to promote self-expression and encourage creative experimentation. Developed in collaboration with Klarna, the HAUS LABORATORIES creative team leveraged the unconventional aesthetic of the decidedly different Swedish partner, which began offering make-up lovers flexible payment options at checkout in October 2020. As versatile as each brand, ‘The Studio by Klarna x Haus Labs’ includes a full sound stage, a ‘Glam Room’ for makeup prep and transformations, as well as the Klarna Smoooth Lounge, equipped with multiple interactive ‘moments’ to enhance the content creation experience. A fragmented mirror theme is present throughout the space representative of the myriad of approaches to self-reflection and the beauty within.

Initially designed as a space for content creation and creative experimentation for Lady Gaga, the Haus of Gaga and HAUS LABORATORIES teams, ‘The Studio by Klarna x Haus Labs’ evolved into an incubator program in support of the broader creative community. Beyond being accessible to the greater Haus stable of creators, ‘The Studio by Klarna x Haus Labs’ will serve a dual purpose, acting as a resource for up-and-coming creators through the Creator Collective by ‘The Studio by Klarna x Haus Labs’.

A joint mentorship program launched by HAUS LABORATORIES and Klarna will provide a cohort of emerging creators selected by Klarna, HAUS LABORATORIES, and Lady Gaga the opportunity to develop their network, brand and content through mentorship from experts at HAUS LABORATORIES and a grant provided by Klarna to take their creative projects to the next level. Creators will also be provided with access to the state-of-the-art facilities of ‘The Studio by Klarna x Haus Labs’ and creative guidance of the HAUS LABORATORIES team to take their work to new heights.

The inaugural class of the Creator Collective by ‘The Studio by Klarna x Haus Labs’ will include emerging creators who are pushing creative boundaries through their multi-disciplinary work. This cohort includes:

  • @Biddy is a Los Angeles based Content Creator and Personality dedicated to representing bold, unapologetic South Asian women through fashion, beauty and lifestyle in the digital sphere.
  • @VariJStylez, better known as Vari (short for Tavaris Jefferson), is a makeup artist and content creator based in Los Angeles. Originally from South Carolina, he moved to LA to pursue his craft in the beauty industry. He is known for his stunning looks, quality posts and contagious positive attitude and was recently nominated for the Emerging Makeup Artist of the Year at the 2020 American Influencer Awards.

Ben Jones, CEO of HAUS LABORATORIES: "From the day we were founded, Haus Labs has made it a point to regularly incorporate our creative community into our brand and activities. In furthering this mission, we partnered with Klarna because they have a best-in-class creative mindset and a willingness to try new things for the sake of artistic expression."

Lady Gaga, Founder of HAUS LABORATORIES: “As we continue to grow as a brand, we felt it was important to create a space of love and freedom that people in our community could come to and feel free to create without rules. We want to lift up the creators in our community as they continue to hone their crafts and give them the tools they need to do so.”

Sebastian Siemiatkowski, CEO of Klarna: “Klarna has always sought to challenge the status quo and put creativity at the heart of everything we do as a brand and a business. We’re excited to have collaborated with Haus to create a space that embodies both our brands’ vision for and commitment to creativity, and to provide a platform for innovative, boundary-pushing creators to elevate their artistic work and their creative businesses. Creative expression has been important to so many during the last year, and more than ever, it’s important to amplify those voices. This is something that both Haus and Klarna recognized, which made us even more passionate about finding meaningful new ways to support the creative community.”

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ABOUT HAUS LABORATORIES

At HAUS, we say beauty is how you see yourself. Founded in 2019 by Lady Gaga, HAUS LABORATORIES has focused its mission around spreading kindness and bravery by providing tools for self-expression and reinvention. With innovative products that challenge traditional categories to empower customers with choice and creativity, HAUS LABORATORIES goes beyond its color cosmetic lineup to champion a larger message of love and acceptance while working to build a kinder and braver world.

ABOUT KLARNA

We make shopping smooth. With Klarna consumers can buy now and pay later, so they can get what they love today. Klarna’s offering to consumers and retailers include payments, social shopping, and personal finances. Over 250,000 retail partners, including H&M, IKEA, Expedia Group, Samsung, ASOS, Peloton, Abercrombie & Fitch, Nike and AliExpress have enabled Klarna’s innovative shopping experience online and in-store. Klarna is one of the most highly valued private fintechs globally with a valuation of $31 billion. Klarna was founded in 2005, has over 3,500 employees and is active in 17 countries. For more information, visit klarna.com.