Singer Lady Gaga’s Haus Labs has signed Emily in Paris’ Philippine Leroy-Beaulieu to front its ‘We Love Concealer’ campaign.

The French actress and style icon is the face of the make-up brand’s new Triclone Skin Tech Collection campaign, which spotlights Haus Labs’ bestselling complexion category and follows its successful ‘We Love Foundation’ campaign.

The campaign aims to “celebrate beauty at every age” and 63-year-old Leroy-Beaulieu was chosen because she has become a symbol of Parisian style.

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“Philippine is the epitome of ‘French chic’, something women globally aspire to,” said Katharina Korbjuhn, Haus Labs’ Chief Brand Officer.

“It is that ‘je ne sais quoi’ that relates to Haus Labs, defining beauty as a state of mind.

“That is 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 is best known for playing powerful marketing executive Sylvie Grateau for five seasons in Netflix’s comedy-drama series Emily in Paris.

Philippine Leroy-Beaulieu in Haus Labs' new campaign

She is the daughter of actor Philippe Leroy and model Françoise Laurent, and made her screen debut in the 1983 comedy-drama film Surprise Party, before starring in the 1985 comedy film Three Men and a Cradle.

She is no stranger to the beauty industry either, having starred in a campaign for L’Oréal Paris’ Age Perfect Collagen Expert line in France last year.

“I have 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,” said Leroy-Beaulieu.

“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.”

Gaga, whose real name is Stefani Germanotta, first unveiled her beauty brand in 2019 under the name Haus Laboratories.

She was the first beauty founder to link a beauty-exclusive deal with online retailer Amazon.

In 2022, she revamped her cosmetics brand with new name, Haus Labs, and fresh branding, reformulating the product line to focus on ‘clean’ formulations and active ingredients.

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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