Louis Vuitton Debuts La Beauté

Louis Vuitton has officially entered the beauty category with the debut of La Beauté, a collection rooted in the Maison’s codes of travel, creativity, and savoir-faire.

Leading the collection is Dame Pat McGrath, appointed Creative Director of Cosmetics. One of the most influential makeup artists of her generation, McGrath has shaped beauty on runways and magazine covers for over three decades. Her longstanding work on Louis Vuitton’s runway shows now takes permanent form, translating her vision into a full collection.

“Makeup is culture. It’s power. It’s presence. And it’s personal,” said McGrath. “Luxury in makeup is about performance, craftsmanship, and sensoriality. It’s about textures that feel exquisite, colours that captivate, and formulas that perform flawlessly. True luxury is when every detail is considered — from the way the pigment melts into the skin to the way a lipstick feels in your hand. It’s the fusion of artistry and technology, of heritage and innovation.”

The inaugural collection introduces three signature products — Rouge, Baume, and Ombres — each conceived as an objet d’art to be kept and cherished.

For lips, LV Rouge offers a wardrobe of 55 lipsticks, split into 27 creamy satin hues and 28 velvety matte shades, all selected by McGrath for their ability to be universally flattering. The formula blends upcycled rose, jasmine, and mimosa waxes with shea butter and hyaluronic acid, creating an 85% skincare base that delivers 12-hour vivid colour in mattes, 24-hour hydration in satins, and lasting comfort across the range.

LV Baume provides a sheerer counterpart to Rouge, with 10 luminous tints intended to nourish and enhance, adding soft-focus radiance. Enriched with shea butter, hyaluronic acid, five-flavour berry extract, and upcycled mimosa wax from Grasse, the balms promise 48-hour hydration, 24-hour comfort, and a smoothing effect. Lightweight and buildable, they are perfect for everyday wear, moving easily from a subtle wash of colour to a more layered finish.

For eyes, LV Ombres debuts with eight palettes, each blending three versatile tones with one transformative shade. Available in six finishes, from ultra-matte to refined glitter, the quads channel McGrath’s runway signature of bold, memorable colour. The formulas feature LV Pigment Originals for pure intensity, Light-Up Technology for amplified shine, and a base of plant-derived squalane and camelina flower oil for a smooth, second-skin feel.

In collaboration with Louis Vuitton’s Master Perfumer Jacques Cavallier Belletrud, Rouge and Baume are infused with bespoke scents inspired by the fragrance ateliers in Grasse. “Creating fragrance for a lipstick is a completely different challenge than for skin,” Belletrud explained. “The scent sits much closer to the wearer’s nose, so it must be delicate yet expressive, something that seduces first the wearer herself before anyone else.” Rouge is infused with mimosa, jasmine, and rose, while Baume features a fresh blend of mint and raspberry.

Industrial designer Konstantin Grcic was tapped to create the packaging, bringing his architectural clarity to beauty for the first time. Made from aluminium and brass, the cases are crafted as heirloom objects with a refill system central to their function. “The starting point for our design language was the golden ring — a detail inspired by the brass fittings of Louis Vuitton’s iconic trunks. It’s a nod to heritage, but also a powerful marker of identity within the beauty line,” said Grcic.

An edit of small leather goods has also been created to accompany the products. Crafted in the iconic Monogram canvas, accessories include holders for makeup brushes, cases for blotting papers, and miniature vanity-style lipstick cases.

For McGrath, the launch represents the culmination of her career-long exploration of makeup as art. “I’ve always said makeup is more than product: it’s performance, obsession, and emotion. This new chapter is about pushing craftsmanship into a new realm.”

La Beauté launches globally on 29 August in select Louis Vuitton stores and on louisvuitton.com, with prices from £50 to £190 ($69 to $250).