French luxury house Louis Vuitton – best known for its high fashion and bag collections – has announced its expansion into the beauty market with La Beauté Louis Vuitton. Marking the brand’s first foray into the beauty world, while it hasn’t officially announced yet whether the line will comprise a full spectrum of skincare, makeup and haircare (although, according to industry publication WWD, the initial offering will include 55 lipsticks, 10 lip balms and eight eye palettes), what is clear is that it’s got some serious creative power behind it in the form of Pat McGrath.
The legendary makeup artist has been appointed Creative Director, Cosmetics, at Louis Vuitton, overseeing every aspect of the new Louis Vuitton beauty collection. Given the British MUA is often cited at the ‘most influential’ makeup artist in the world – and is the first MUA ever to receive the title Dame – expectations are, naturally, sky high.
“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 craftmanship, creativity and innovation,” said McGrath. “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.”
And, while this may be Louis Vuitton’s first step into the booming world of beauty, its LVMH stablemates have plenty of form in the area. As well as owning luxury beauty brands including Fenty Beauty, Guerlain, and Sephora, the conglomerate also operates the beauty and fragrance arms of fashion houses Dior, Loewe and Givenchy – plenty of experience to fall back on then.
Of course, while Louis Vuitton has never created its own beauty products, its foundation as a travel and luggage house means it has certainly dabbled in the space. During the 1920s, in particular, Vuitton created an array of elegant vanity cases, compacts, mirrors and brushes, with many high profile customers commissioning bespoke vanity cases for their specific beauty needs.
“La Beauté Louis Vuitton is a natural business evolution, driven by our meticulous attention to quality, formula and innovation,” added Pietro Beccari, chariman and CEO of Louis Vuitton. “Through this new universe, we have the opportunity to further accompany clients in their everyday lives with purpose and pleasure, while continuing to celebrate our creativity and heritage.”
So when can we expect to start seeing La Beauté Louis Vuitton products hitting shelves? Sadly not until Autumn 2025, although announcements about exactly what those products will be are expected before then. Keep your eyes peeled beauty fans.
