Louis Vuitton is diversifying into luxury beauty with the launch of cosmetics collection La Beauté Louis Vuitton with British makeup artist Dame Pat McGrath as the creative director.
Louis Vuitton Diversifies Into Cosmetics With La Beauté Louis Vuitton. Image: louisvuitton.com
La Beauté Louis Vuitton is the Maison’s first foray into cosmetics since the 1920s, when it offered powder compacts, brushes and mirrors. With this diversification into the beauty business, Louis Vuitton joins the list of fashion houses with a beauty division like Celine, Valentino, Prada, Dries Van Noten, Carolina Herrera, Gucci, Dior and Chanel. Debuting in autumn 2025, the colour cosmetics line will complement the Maison’s fragrance business.
“La Beauté Louis Vuitton is a natural business evolution, driven by our meticulous attention to quality, formula, and innovation”, says Pietro Beccari, Chairman 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.”
Globally acclaimed makeup artist Pat McGrath’s vision and unparalleled expertise make her perfect to lead Louis Vuitton into the beauty space. The founder of beauty brand Pat McGrath Labs, she will now oversee the development of La Beauté Louis Vuitton.
In a press communication from the brand, McGrath says: ”Working backstage for over twenty 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. The beauty universe is about so much more than just products and what we are creating here will unlock a new level in luxury beauty.”
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La Beauté Louis Vuitton, Pat McGrath
Born in Northampton, England, Pat McGrath’s passion for makeup developed at a young age, and she quickly rose to prominence due to innovative techniques and an artistic vision. Her unique ability to blend colours and textures has earned her the title of “Mother” in the beauty community, as she continually pushes the boundaries of conventional makeup to create avant-garde looks that grace runways and editorial spreads worldwide.
Louis Vuitton Diversifies Into Cosmetics With La Beauté Louis Vuitton. Image: louisvuitton.com
In addition to her work as a makeup artist, Pat McGrath is a successful entrepreneur, having launched her own makeup line, Pat McGrath Labs, in 2017. The brand quickly garnered acclaim for its high-quality formulations and bold colours, reflecting her belief that makeup should be an expression of individuality. She has received several awards, including recognition at the British Fashion Awards.
Few know that Pat McGrath has been working with Louis Vuitton for over two decades, contributing bold makeup looks to its runway shows, notably the 2019 cruise collection and the 2016 resort show. La Beauté Louis Vuitton is a perfect extension of the shared journey. With Pat McGrath at the helm, each product will be the result of innovation and artistry. The cosmetics collection is set to break new ground, in terms of quality and in how luxury beauty is experienced.
Louis Vuitton Beauty Legacy
Louis Vuitton’s tryst with beauty began in the Twenties when the luxury brand first began designing travel pieces to hold delicate toiletries and cosmetics. Per Marie Claire: “In the 1920s, the brand designed powder compacts, brushes, and mirrors in addition to its signature cosmetics cases, along with the first fragrance, designed by Gaston-Louis Vuitton, which launched in 1927.”
Cut to 2025. Louis Vuitton is integrating its travel heritage, craftsmanship and the beauty business. La Beauté Louis Vuitton isn’t just a cosmetics collection—it’s an entire experience, combining artistry and luxury to create a new standard in high-end beauty. WWD reports that a whopping 55 lipsticks, ten lip balms, and eight eye palettes will come aboard later this year.
Louis Vuitton’s tryst with beauty began in the Twenties. Image: louisvuitton.com
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
