Lady Gaga

Lady Gaga entered the fragrance market in 2012 with the launch of Lady Gaga Fame, created through her Haus Laboratories label in association with Coty Inc. Fame was released in August 2012 at the Guggenheim Museum and Macy's in the United States, followed by a wider international rollout. Marketed as "the first ever black eau de parfum," the juice appears black in the bottle but becomes clear when sprayed, and its formula was built around a "push-pull" structure rather than a classic top-heart-base pyramid.

Fame's composition prominently features belladonna, tiger orchid, incense, apricot, saffron, and honey, with the packaging describing the notes in deliberately theatrical language such as "tears of belladonna" and "crushed heart of tiger orchidea." In the six months following its launch, the fragrance reportedly generated around $30 million in revenue in the United States, signaling strong commercial impact for a debut celebrity scent.

In 2014, Gaga released her second fragrance, Eau de Gaga, again under the Haus Laboratories label in association with Coty Inc. Announced via her Haus Laboratories website and social media, Eau de Gaga was positioned as unisex "for the adventurous woman and the man who loves her" and centers on notes of white violet, lime, and leather. The scent was first released in September 2014 in several European markets, with launches in Asia, Oceania, and North America following later that year and in early 2015.

Across both releases, the brand has leaned into concepts of gender fluidity and theatricality: Fame was promoted as a unisex scent despite being sold primarily to women, and Eau de Gaga was explicitly marketed for both men and women. Visual campaigns directed by photographer Steven Klein for both fragrances emphasized a dark, high-fashion aesthetic consistent with Lady Gaga's broader artistic persona.