Haus Labs puts age-inclusive beauty in focus with Emily in Paris star Philippine Leroy-Beaulieu

Haus Labs, the beauty brand founded by Lady Gaga, has appointed French actress Philippine Leroy-Beaulieu to front a global campaign for its Triclone Skin Tech Concealer.

The We Love Concealer campaign is launching across the brand’s digital and social platforms, supported by retail storytelling. It follows Haus Labs’ earlier We Love Foundation campaign, which featured Lady Gaga and placed the wider Triclone Skin Tech complexion collection at the centre of its marketing.

Leroy-Beaulieu, best known internationally for playing Sylvie Grateau in the Netflix series Emily in Paris, brings an age-inclusive focus to the new creative. Haus Labs has built the campaign around confidence and self-expression rather than an age-specific beauty ideal.

Katharina Korbjuhn, Chief Brand Officer at Haus Labs, said: “Philippine is the epitome of French Chic, something women globally aspire to. It is that ‘je ne sais quoi’ that relates to Haus Labs, defining beauty as a state of mind.”

“That’s what really inspired the campaign: an energy, not confined by age or looks, but driven by attitude and personal happiness. We want our products to support this idea of self.”

The campaign film opens like a traditional beauty advertisement, showing Leroy-Beaulieu in bed. It then shifts to a playful paint sequence, with the actress picking up a brush and presenting makeup as an art form.

The film promotes the Triclone Skin Tech Concealer, a 7ml makeup-skincare hybrid available in 31 shades. Haus Labs describes the product as providing 12-hour, medium coverage with a lightweight finish.

Commenting on the partnership, Leroy-Beaulieu said the collaboration reflected her view that beauty routines should evolve with the individual rather than conform to a fixed standard.

“I’ve always believed that confidence comes from embracing who you are and allowing yourself to evolve, rather than trying to fit into a certain idea of beauty,” she said. “Haus Labs celebrates that same sense of individuality and self-expression, which is why this campaign felt so meaningful to me.”