The gilded gates of luxury are swinging open once again, this time to welcome Louis Vuitton into the realm of high-end makeup. The French fashion powerhouse has announced the launch of its first-ever beauty collection, La Beauté Louis Vuitton, set to debut in Fall 2025. And in a move that feels as inevitable as it is intriguing, legendary makeup artist Dame Pat McGrath has been appointed as the creative director of cosmetics.
photos: @La Beauté Louis Vuitton
A Bold Beauty Debut with a Familiar Face
McGrath, whose eponymous brand Pat McGrath Labs has redefined the artistry of makeup, is no stranger to the Louis Vuitton world. Having crafted jaw-dropping runway looks for the maison for over two decades, her appointment brings credibility, creativity, and a certain cult appeal. The collection is expected to include 55 lipsticks, 10 lip balms, and eight eye palettes—a lavish offering designed to seduce beauty lovers and Vuitton devotees alike.
But here lies the question: is Louis Vuitton stepping into beauty as an authentic creative evolution, or is this simply a calculated move to tap into an ever-profitable market?
Heritage or Hype?
Louis Vuitton has always been a master at extending its brand universe—from luggage to fashion, fragrances, and even fine jewelry. But unlike its fashion-forward moves, this beauty venture follows a well-trodden path. Chanel, Dior, and Hermès have all successfully entered the beauty space, proving that luxury consumers are eager to buy into a brand’s lifestyle beyond just clothing and accessories.
Yet, for a house that has prided itself on heritage and exclusivity, the foray into makeup feels somewhat predictable. If anything, it’s surprising that Louis Vuitton has taken this long to join the ranks. The brand has flirted with beauty in the past, designing vanity cases and luxury compacts for the elite in the 1920s. But is nostalgia enough to make this launch feel like a natural extension rather than a lucrative business move?
photos: @La Beauté Louis Vuitton
LVMH’s Beauty Power Play
Luxury conglomerate LVMH, which owns Louis Vuitton, is certainly not new to the beauty game. With powerhouse brands like Dior Beauty, Guerlain, and Fenty Beauty under its wing, the group knows the industry inside out. The appointment of Stéphane Rinderknecht as CEO of LVMH Beauty in 2023 signaled the brand’s serious intent to expand its influence in the sector. And with LVMH’s beauty and cosmetics division showing resilience amid declining luxury goods sales, launching Louis Vuitton into makeup feels like an obvious, if not entirely inspired, strategy.
The Verdict: Beauty with a Capital B?
On one hand, La Beauté Louis Vuitton has all the makings of a successful luxury beauty launch—a star creative director, the promise of innovative formulas, and the sheer weight of the Louis Vuitton name. On the other hand, in a market already saturated with high-end beauty brands, will this collection stand out beyond its logo?
McGrath’s involvement suggests artistry and excellence, but at the end of the day, success will be measured not just in how luxurious the packaging looks, but in whether the products deliver quality worthy of their inevitable price tag. Will La Beauté Louis Vuitton redefine beauty, or will it simply be another high-fashion makeup line, sold more for its branding than its breakthrough formulas?
One thing is certain: in a world where beauty and business go hand in hand, Louis Vuitton’s new venture is poised to make a serious statement—whether it’s one of artistry or just another luxury cash grab remains to be seen.
