Lady Gaga’s Haus Labs is marking the return of its viral lip product with a new campaign starring 17-year-old model and daughter of Naomi Watts, Kai Schreiber.

Out now, the “Lips That Shine Non-Stop” campaign sees Schreiber explore myriad personas, including a modernized Marilyn Monroe, through the makeup brand‘s sought-after Atomic Shake Lip Lacquer — the long-wear, transfer-proof lipstick first introduced in 2023.

Made with marine algae extract, filling spheres, shine boost and flexible film-forming polymers, the one-of-a-kind innovation defies the matte definition of other lacquers on the market, boasting a glossy finish for up to eight hours. The formula works best when applied in a thin layer over parted lips, after it’s been shaken. The product, now available in eight shades, should then be left to dry for 15 to 30 seconds for a no-smudge shine.

In a comment shared exclusively with WWD, Katharina Korbjuhn, chief brand officer, likened the lip lacquer to a “small revolution.” She said, “Imagine not having to reapply as you go through your day?

“The hero video follows Kai Schreiber as she moves through different versions of herself, showcasing the expanded shade range and the transformative effect Atomic Shake has on the lips,” she continued. “From sheer nudes to bold colors — lasting shine is the message. It’s such an unusual formula that you can only truly understand how it performs once you try it. Atomic Shake reflects our core ethos at Haus Labs. Blending science with emotion. High-performance beauty designed to support every lifestyle.”

Founded by Lady Gaga and her mom, Cynthia Bissett Germanotta, in 2019, Haus Labs has also made inclusivity and playful expression priorities in its pursuit of makeup excellence. In 2025, the brand teamed up with Sephora to raise money and bring awareness back to the LGBTQIA+ community through a global initiative called “We Belong to Something Beautiful,” donating its retail profits to the Born This Way Foundation, a nonprofit organization focused on youth mental health and wellness, during Pride Month.

A year later, Haus Labs wants to keep pushing its brand love mission; Kai Schreiber’s campaign is just one part of the wider strategy. “The creative brings our brand values to life — rooted in inclusivity, individuality and freedom of expression — by showcasing the versatility of the product across different looks and identities, from understated to full glam,” said Angela Simpson, chief marketing officer.

She continued: “At the same time, we’re supporting the campaign with full-funnel media to drive awareness and conversion, while highlighting the formula’s performance—long-wear shine, saturated pigment, and transfer-proof benefits. Overall, it’s a strong example of how we’re scaling the brand through hero product storytelling, cultural relevance, and high-impact execution.”