Lady Gaga appears drenched in nude paint in a new video campaign promoting a 51-shade foundation range from her cosmetics brand, House Labs.
The clip shows the singer and entrepreneur — born Stefani Joanne Angelina Germanotta — beginning the sequence in a nude corset over a white T-shirt before being gradually covered from head to toe in a viscous, skin-toned liquid as she holds two large tins of the product. The campaign, which Gaga said "celebrates freedom of expression and our clean promise," introduces a line of vegan foundations formulated with what the brand describes as more than 20 active ingredients intended to deliver skincare benefits alongside coverage.
House Labs launched in September 2019, originally releasing lip liner, lip gloss and liquid-to-powder shimmer exclusively on Amazon before expanding into eyeliners, eyeshadows and lipsticks. The new foundation rollout marks a broadening of the brand's complexion offerings, positioning the line as a foundation range with skincare claims and a large shade span.
The video follows a recent performance disruption on Gaga's ongoing MAYHEM Ball world tour. The singer postponed a Miami show in early September after reporting extreme vocal strain during rehearsal and warm-up. In a statement to fans, she said she had been advised by her doctor and vocal coach not to perform "because of the risk it poses," adding, "I want to be hardcore and just push through this for you, but I don’t want to risk long-term or permanent damage to my vocal cords." She apologized for the postponement and said the show was being rescheduled "as quickly as possible."
Gaga began the MAYHEM Ball tour in Las Vegas in July and has performed dates internationally since. The new House Labs campaign comes amid a busy summer for the artist, who has also released music tied to television work. On Wednesday, she issued "The Dead Dance," a track written for season two of Netflix's Gothic drama Wednesday; the song was co-written with collaborators Andrew Watt and Cirkut.
Gaga will appear in a cameo role on Wednesday season two as Rosaline Rotwood, a Nevermore Academy teacher whose history connects to the series' central character. She has said she enjoyed working with director Tim Burton and actress Jenna Ortega on the project. A theatrical music video for "The Dead Dance," reportedly directed by Burton, has been announced.
House Labs described the foundation range as part of the brand's "clean promise" and sought to highlight versatility and skin-friendly ingredients. The campaign's visual approach, featuring the artist immersed in a single-tone liquid, ties into the product messaging about shade range and skin coverage.
The rollout underscores Gaga's dual profile as a pop star and business owner. Since its debut, House Labs has positioned itself within the vegan and clean-beauty market, expanding product categories while tying marketing closely to Gaga's public persona and creative projects.
No additional tour dates were canceled at the time of the ad's release. Representatives for House Labs and Gaga did not immediately provide further comment beyond the campaign statement and the previously issued tour update.