Beyond a partnership that enables beauty consumers to buy with flexible payment methods, Haus Labs by Lady Gaga and Klarna share a core set of values which can be wide deep and impactful. Haus Labs’ chief marketing officer, Kelly Coller, and Natalia Brzezinski, head of strategy at Klarna, U.S., shared with the audience on the WWD Apparel and Retail CEO Summit that it was no accident that the 2 were sharing the stage, but quite the strategic culmination of two corporations driven by investment for the greater economy.

“Klarna is completely not only a vendor, in reality, they’re quite the other,” Coller said. “Now we have plenty of programs together that go deep and wide, including the creation of our Klarna Content Studio, which is on site at our headquarters specifically created to develop that greater economy. We use it on a regular basis for our photo shoots, video shoots and our product shots.”

Lady Gaga uses it too, she said, and it has served as a component of inviting the world to be part of a bigger conversation. “Together we’re very invested within the greater economy. We predict it’s mission critical and we consider in community.”

When Coller joined the Haus Labs team it was to reinvent the corporate, to revolutionize clean beauty. As a futurist, Lady Gaga’s original vision for the brand was to create the “next generation of beauty, a supercharged artistry brand powered by innovation.”

“That was our crystal-clear white space that we developed together, supercharged since it was chock stuffed with proprietary patented skincare ingredients and supercharged because this was the primary time that a beauty brand could possibly be clean artistry,” Coller said. “Dirty artistry is delightful, and we love that, but to be clean artistry, something free of poisons and pollutants and, after all, vegan and cruelty-free, is next level and requires an immense amount of agility and deep passion in addition to diligence and focus.”

Coller and Brzezinski agreed that despite Lab Haus and Klarna being different-sized organizations, each corporations count digital capabilities, agility and innovation as integral to their brand. For Haus Labs, this implies being open to any recent ideas, allowing every little thing to be open for discussion.

Brzezinski shared that video has been exceptionally powerful for each Klarna and Haus Labs, providing each entertainment and education. Along with videos on social media, Klarna’s app uses shoppable videos, which have been successful in taking social shopping to the subsequent level and reaching different audiences.

“It’s about being absolutely authentic, you already know, keeping one eye open but dreaming and being laser focused on what it’s that you just’re set to do,” Coller said. “I might say we’re mission focused on our brand and who our clients are. After which as we have a look at the various social channels, we’re clear about who that audience is — we’re focused on the older Millennials — so this may increasingly come as a surprise because TikTok is so wildly successful and it’s an enormous driver of our viral products.”

Above all, Coller and Brzezinski said, what brought Klarna and Haus Labs together in partnership and has importantly grown the businesses’ consumer base, has been the community-driven, values-driven content that goes beyond being performative. Whether on video, through social media captions or campaign imagery, the main target stays on inclusion, transparency and connection.

“We would like people to be seen and heard, and we’re here to disrupt the marketplace but not for the sake of disruption, for the sake of kindness and bravado,” Coller said. “I actually have all the time hired my team and metric others under two principles, that are have an enormous heart and have big ideas. I believe if you happen to could do those two things and you’ll be able to be laser focused, you’ve got the potential to be unstoppable.”