Haus Labs launches TikTok campaign for new foundation

Lady Gaga's beauty brand Haus Labs has launched a TikTok marketing campaign for its new Triclone Foundation.

The Triclone Foundation, which launched on 8 September, offers medium buildable coverage and is infused with over 20 skincare ingredients to help reduce redness, even skin tone and protect the skin from environmental stress.

The #HausLabsFoundation campaign is based on a new audio clip and began with a post by Gaga to her 7.8 million TikTok followers spotlighting the bestselling foundation.

In the new audio, Gaga is heard saying a number of statements to describe the transformative effect of the 51-shade foundation, including “groundbreaking, major, totally epic, smooth like butter, second skin”.

@ladygaga Whoa B*tch! Use the @hauslabs best-selling Triclone Skin Tech Foundation with this sound and show us your look. Use #hauslabsfoundation to enter the challenge.#HausLabsFoundation ♬ #HausLabsFoundation - Lady Gaga

From this, Gaga and Haus Labs are encouraging the TikTok community to use the original audio and show off their best makeup look using the foundation.

A number of beauty influencers such as Painted by Spencer, Marissa Ren and Ava Tocloo have already joined trend.

The campaign follows the relaunch of the Haus Labs brand earlier this year. The brand was completely reimagined with a new name, appearance and its own direct-to-consumer website.