After months of teasing, French luxury label Louis Vuitton is finally making its entry into the beauty game. For over a century, the iconic Parisian brand has been synonymous with sartorial know-how. Now, it is leveraging that heritage to expand into cosmetics, makeup, and skincare, marking a natural extension of its portfolio beyond fashion, leather goods, and fragrances.
Dubbed La Beauté, the new range will see a total of 55 lipsticks, 10 lip balms, and eight eyeshadow palettes, all emblazoned with LV’s signature monogram, hit shelves on Aug. 29. Available to pre-order from Aug. 25, the debut collection, helmed by British make-up artist Pat McGrath DBE, places the Maison in direct competition with long-standing rivals on another front and in an industry projected to grow by $700 billion over the next decade.
Renowned for her work with many of fashion’s leading giants, McGrath has been a Member of the Order of the British Empire since 2014 and made history in 2021 after Queen Elizabeth II awarded her the title of Dame — the first and only professional make-up artist ever to receive the honor.
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“After more than 20 years behind the scenes of Louis Vuitton runway shows, I am thrilled to contribute to the launch of La Beauté Louis Vuitton, combining exceptional savoir-faire, creativity, and innovation,” McGrath said in a recently shared press release. “Beauty goes far beyond the product itself. What we are about to unveil will propel this universe into an entirely new dimension,” she continued.
Speaking on the new launch as well, Pietro Beccari, Chairman and CEO of Louis Vuitton, added: “The launch of La Beauté Louis Vuitton is a natural evolution for the Maison, driven by meticulous attention to quality, formulations, and innovation. This new universe will allow us to continue accompanying our clients in their daily lives while staying true to our creativity and heritage,”.
From what we know, a campaign is expected to launch alongside the new collection, fronted by South Korean house ambassador, actress and model Hoyeon, joined by Ida Heiner, Chu Wong, and Awar Odhiang. Shot by Steven Meisel and directed by Damien Krisl, the series of pictures and videos are slated to debut across Louis Vuitton’s global digital channels online on the day pre-orders will be made available. Will there be any other activations? We don’t know, though we hope there will be.
Keep scrolling for a quick sneak peek of the collection.
