Beauty campaigns have shifted toward real confidence over perfection. Age and attitude now share equal billing with flawless skin.
Haus Labs, the clean makeup line founded by Lady Gaga, just named French actress Philippine Leroy-Beaulieu the face of its Triclone Skin Tech Concealer.
The “We Love Concealer” campaign launches globally across digital, social and retail channels. It follows the earlier “We Love Foundation” push that starred Gaga herself. Images and film show Leroy-Beaulieu lounging with easy poise before grabbing a paintbrush. Headlines lean into “For sexy skin” and “The concealer with the je ne sais quoi.”
Leroy-Beaulieu built her reputation as Sylvie Grateau on Netflix’s Emily in Paris. The role turned her into a global emblem of sharp Parisian style. Born in 1963, she has worked steadily since the 1980s, earning an early César nomination for Three Men and a Cradle. Later credits include Call My Agent!. The series gave her late-career visibility that feels earned rather than sudden.
Haus Labs Chief Brand Officer Katharina Korbjuhn explained the choice clearly. “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.”
Leroy-Beaulieu matched the tone in her own words. “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. Haus Labs celebrates that same sense of individuality and self-expression, which is why this campaign felt so meaningful to me. I find it beautiful to be part of a brand that gives everyone the freedom to see beauty in their own way.”
The product itself delivers medium coverage that lasts 12 hours. It brightens, hydrates, and visibly de-puffs under the eyes after two weeks of use. Fermented arnica, BioFerment 7 Complex and biotech caffeine drive the skincare side. The formula comes in 31 shades and stays weightless. Fans already treat it as a bestseller that pairs with the brand’s foundation.
Social chatter picked up fast after the announcement. Viewers praised the mature casting as a smart match for the brand’s self-expression focus. Emily in Paris fans especially liked the crossover. No major controversy emerged. Just steady approval for skipping the usual twenty-something default.
Haus Labs remains available on its site and exclusively at Sephora in 23 countries. The move keeps the brand’s complexion line front and center while signaling that beauty messaging can stretch past youth. Next drops and expansions will likely build on the same attitude-first approach.
For now the campaign simply puts a stylish, experienced face on a product that claims to work while you wear it.
Check topics and authors from this story to see more stories like this in your personalized feed and receive updates when new work is published.
