- French actress Philippine Leroy-Beaulieu is the new face of Haus Labs' global "We Love Concealer" campaign, promoting ageless beauty.
- The campaign spotlights the brand's bestselling Triclone Skin Tech Concealer, a 31-shade skincare-makeup hybrid.
- This partnership marks Leroy-Beaulieu’s first official collaboration with Haus Labs, which previously centered campaigns on founder Lady Gaga.
- The deal builds on Leroy-Beaulieu’s recent high-profile partnerships across the beauty and luxury sectors.
French actress Philippine Leroy-Beaulieu has officially partnered with Haus Labs as the face of its new “We Love Concealer” campaign. The clean cosmetics brand, founded by superstar Lady Gaga, launched the global campaign to champion self-expression, confidence, and beauty across every generation.
The campaign highlights the brand’s popular Triclone Skin Tech Concealer, a clean formula offered in 31 shades that blends makeup coverage with active skincare benefits.
In the promotional film, Leroy-Beaulieu takes a playful approach to makeup by using an artist’s paintbrush to apply the formula, championing ageless elegance.
This marks Leroy-Beaulieu’s first campaign with Haus Labs. It follows the brand’s earlier “We Love Foundation” campaign, which previously showcased Lady Gaga as the primary face.
Leroy-Beaulieu earned worldwide acclaim for her breakout portrayal of luxury marketing executive Sylvie Grateau on Netflix’s hit series Emily in Paris. Her celebrated acting career also includes an early César Award nomination for Three Men and a Cradle alongside a popular role in the French series Call My Agent! (Dix pour cent).
The Haus Labs partnership expands Leroy-Beaulieu’s active presence in the beauty world. She previously signed major ambassador agreements with cosmetics giant L’Oréal Paris and Italian fine jewelry house Pomellato.
Haus Labs has historically driven brand awareness through digital creator collaborations and Lady Gaga’s star power. By selecting Leroy-Beaulieu, Haus Labs joins a broader movement across beauty brands spotlighting established icons.
This alignment mirrors recent industry milestones, such as Martha Stewart starring in Lancôme’s campaign, Chloe Fineman partnering with Olaplex, and Johnny Depp returning as the face of Dior Beauty.
Takeaways
Haus Labs bringing on Philippine Leroy-Beaulieu represents a strategic step forward for Lady Gaga’s cosmetics line. In its early years, celebrity-founded beauty labels often relied almost exclusively on their famous founders to drive hype and sales.
By appointing an internationally recognized actress known for effortless European sophistication, Haus Labs signals its transition into a mature, legacy cosmetic house.
Leroy-Beaulieu’s association with effortless French style gives the brand an elevated, aspirational feel while directly challenging outdated industry norms around anti-aging marketing.
How will tapping mature, internationally recognized icons help celebrity-founded beauty brands stand out in crowded retail spaces like Sephora? Will this partnership open doors for Haus Labs to capture a larger share of the European and global luxury beauty markets?
