MAXMEDIALAB wins APAC remit for Haus Labs by Lady Gaga

Luxury communications agency MAXMEDIALAB has been appointed agency of record for Lady Gaga’s beauty brand Haus Labs across Australia, New Zealand, and the wider Asia Pacific region.

Under the new partnership, MAXMEDIALAB will oversee communications, event production, and paid talent strategy for the brand, supporting Haus Labs’ global teams with a focus on deepening brand engagement and consumer connection in the region.

The appointment comes ahead of Haus Labs’ official launch into the Australian market in May, which will be supported by a series of brand activations, exclusive events, and seeding campaigns designed to establish the brand’s local presence.

“We are honoured to be partnering with Haus Labs by Lady Gaga, a brand that is redefining beauty through innovation, inclusivity, and self-expression,” said Lynette Phillips, CEO and founder of MAXMEDIALAB. “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.”

Founded by global pop icon Lady Gaga, Haus Labs is known for its clean, high-performance makeup products and artistry-led approach to beauty. The brand has made inclusivity and self-expression central to its positioning, with formulations focused on innovation and clean ingredients.

The agency partnership will see MAXMEDIALAB drive an integrated communications strategy across ANZ and Asia Pacific, aiming to grow awareness and build brand equity in the competitive beauty market.

The appointment marks a significant win for MAXMEDIALAB, which specialises in luxury and prestige brand communications, and extends its portfolio in the fast-growing beauty category.

Further details of the brand’s Australian launch campaign will be announced in coming weeks.