Haus Labs Finds Its ‘Je Ne Sais Quoi’ in Philippine Leroy-Beaulieu

Philippine Leroy-Beaulieu has turned the withering glance into something of an art form. Now, the French actress and Emily in Paris star is lending that unmistakable confidence to Haus Labs as the new face of its “We Love Concealer” campaign.

The appointment places Leroy-Beaulieu at the centre of a new global campaign for the brand’s bestselling Triclone Skin Tech Concealer, with Haus Labs using the partnership to challenge the idea that beauty or sensuality comes with an age limit.

Known for the assured Parisian style she brings to both her on-screen characters and her own wardrobe, Leroy-Beaulieu embodies the campaign’s emphasis on attitude and self-expression. Its accompanying film begins like a conventional beauty advert, with the actress reclining in bed, before she picks up a paintbrush and the scene develops into something more playful. Campaign lines include “For sexy skin” and “The concealer with the je ne sais quoi”.

The creative follows Haus Labs’ previous “We Love Foundation” campaign, which starred the brand’s founder, Lady Gaga, and once again gives the science behind its Triclone complexion products a rather more seductive setting.

“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,” says Katharina Korbjuhn, chief brand officer at Haus Labs.

For Leroy-Beaulieu, the partnership offered an opportunity to present beauty as something that evolves with a person rather than an ideal they must continually chase.

“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,” she says.

At the heart of the campaign is the Triclone Skin Tech Concealer, a medium-coverage concealer and skincare hybrid offering up to 12 hours of wear. Its weightless formula has been designed to conceal, correct and brighten while sitting almost undetectably on the skin.

Fermented arnica, the brand’s BioFerment 7 Complex and BioTech Caffeine work together to hydrate the under-eye area, blur the appearance of fine lines and reduce visible puffiness and irritation. With continued use, the formula is designed to deliver visibly brighter, more hydrated and less puffy under-eyes within two weeks.

Available in 31 shades, the concealer forms part of Haus Labs’ wider Triclone Skin Tech complexion collection. The new campaign will run globally across the brand’s digital platforms, social channels and retail storytelling, pairing product education with its broader message that make-up should remain a means of artistry, experimentation and self-discovery at every age.