Haus Labs by Lady Gaga has appointed French actress Philippine Leroy-Beaulieu as the face of its latest “We Love Concealer” campaign, spotlighting the brand’s Triclone Skin Tech complexion collection. Best known for her role in Emily in Paris, Leroy-Beaulieu brings her signature Parisian style and sophistication to the campaign, which aims to celebrate confidence, self-expression and beauty at every age. The creative follows Haus Labs’ previous foundation campaign featuring Lady Gaga, shifting the focus to the brand’s bestselling concealer category.

The campaign reflects a broader shift in the beauty industry towards more inclusive and age-diverse representations of beauty. Rather than focusing solely on youth-driven messaging, brands are increasingly celebrating confidence, individuality and personal expression across life stages. Haus Labs’ choice of Leroy-Beaulieu demonstrates how authenticity, attitude and cultural relevance are becoming increasingly important in beauty marketing, as consumers seek brands that challenge traditional beauty standards and embrace a wider definition of self-expression.