Louis Vuitton Ventures Into Beauty
Louis Vuitton is set to make its long-awaited debut in beauty this autumn with the launch of La Beauté Louis Vuitton, a makeup line developed by newly appointed Creative Director Dame Pat McGrath.
The decision to expand into makeup feels like a natural progression for the French fashion house, which has always had a nuanced relationship with beauty. While this may be its first foray into modern cosmetics, the brand’s legacy with beauty accessories extends back nearly a century, from its monogrammed vanity cases to powder compacts and brushes in the 1920s.
McGrath’s history with Louis Vuitton spans over two decades of runway collaborations, where her experimental makeup looks—from graphic eyes to vivid face art—have been instrumental in defining the house’s aesthetic. “Working backstage for over 20 years at Louis Vuitton fashion shows, I am thrilled to now play such a key role in the launch of La Beauté Louis Vuitton, which is the result of extraordinary craftsmanship, creativity, and innovation,” said McGrath.
Widely regarded as one of the most influential makeup artists of her generation, McGrath launched her eponymous brand Pat McGrath Labs in 2015. In 2021, she was honoured with a damehood for her contributions to the beauty and fashion industries, becoming the first makeup artist ever to receive the title.
According to WWD, La Beauté Louis Vuitton, which has been in development for four years with production set to take place in France, will feature 55 lipsticks, 10 tinted lip balms, and eight eyeshadow palettes. While the products are not yet available and packaging details remain closely guarded, they are expected to incorporate elements synonymous with Louis Vuitton—sleek leather accents, refined design, and the house’s iconic monogram.
The launch comes at a time when other luxury houses, from Valentino to Prada, have already made their mark in the beauty industry. With the appointment of McGrath, whose own brand is celebrated for its bold pigments and luxurious textures, Louis Vuitton appears to be taking a distinctly elevated approach. “The launch of Louis Vuitton Beauty is a natural evolution for the House,” explained Pietro Beccari, Chairman and CEO of Louis Vuitton. “With an obsessive focus on quality, formulation, and innovation, this new category will allow us to accompany our clients in their daily lives while staying true to our creativity and heritage.”
This move also reflects a broader trend in the luxury market. As demand for high-end fashion navigates new challenges, beauty offers an accessible entry point for a younger demographic—allowing them to buy into the brand’s world without the price tag of a handbag or ready-to-wear piece.
La Beauté Louis Vuitton will debut in 116 stores worldwide and online, with a focus on offering an immersive luxury experience. The collection’s emphasis on artisanal craftsmanship, combined with McGrath’s forward-thinking approach, suggests a line that will resonate with those who appreciate both innovation and tradition.
For Louis Vuitton, this is not merely an extension of product categories but a considered expansion of its world—one where beauty, art, and luxury coexist effortlessly. As McGrath herself said, “The beauty universe is about so much more than just product, and what we are creating here will unlock a new level in luxury beauty.” With this launch, it seems Louis Vuitton is inviting us to discover exactly what that means.