Louis Vuitton Enters the World of Beauty with La Beauté Collection
Louis Vuitton Enters the World of Beauty with La Beauté Collection
Louis Vuitton is reinforcing its historical status as a luxury mobility brand by starting this week in China and rolling out globally by the end of August with La Beauté – the maison’s first-ever makeup collection. The collection includes thoughtfully edited lipstick, lip balms and eyeshadows under the creative direction of Dame Pat McGrath.
Six months in the making, the collection arrives with 55 richly pigmented lipsticks, 10 nourishing balms, and eight versatile eyeshadow palettes. True to McGrath’s artistry, the colors are inclusive, wearable, and crafted to flatter every skin tone. More than just cosmetics, La Beauté is positioned as a lifestyle — a beauty experience seamlessly woven into travel, ritual, and daily rhythm.
“It’s luxury that moves with you; it becomes part of your world,” McGrath shared, reflecting on the spirit of the collection.
A Legacy Reinvented
While La Beauté is Louis Vuitton’s first proper adventure in full makeup, beauty is certainly not new to the house. Beauty has been part of Vuitton’s DNA since the 19th century when the brand designed trunks to. care for fragile perfumes. And it was also in the 1920s when they designed and marketed a vanity case and other beautiful creations. The case can be made for beauty and elegance as transportation. McGrath used this legacy of beauty, taking cues from beautiful history and skills relevant to the modern world that helped to make a product that will stand the test of time.
The packaging, designed by industrial designer Konstantin Grcic, embodies Vuitton’s craftsmanship. Sustainable and refillable, each lipstick and eyeshadow case carries the house’s signature Monogram flower motif, turning makeup into an heirloom-worthy object of desire. Durable metals like brass and aluminum elevate the designs, while clever lock systems allow products to fit seamlessly into Vuitton’s dedicated beauty pouches, vanities, and even the newly imagined Beauty Station Trunk.
The Products
The centerpiece is the LV Rouge lipstick collection — 55 shades, a nod to Louis Vuitton’s initials (LV = 55 in Roman numerals). The formulas, enriched with shea butter, hyaluronic acid, and upcycled floral waxes, balance high-performance pigment with skincare benefits. Satin finishes promise 24-hour hydration, while mattes deliver vivid, 12-hour wear. Shades range from 896 Monogram Rouge (a fusion of Vuitton’s signature brown canvas and classic red) to 203 Rose Odyssée (a soft sienna rose) and 854 Rouge Louis (a bold scarlet).
Complementing the lipsticks are LV Baume lip balms, available in 10 sheer, buildable tints. Formulated with botanical extracts and Grasse-sourced mimosa wax, they deliver up to 48 hours of hydration. Hero shades include 051 Monogram Touch, 030 Tender Bliss with a pink pearl finish, and 020 Rose Essentiel, a subtle rosewood hue.
The LV Ombres eyeshadow palettes feature eight quad designs, each arranged in a blossom pattern. From earthy neutrals to playful bolds, finishes span ultra-matte to glittery shimmer. Infused with plant-based oils for comfort, the palettes balance artistry with ease, empowering users to create everything from everyday elegance to statement looks.
The Campaign & Rollout
To bring La Beauté to life, Louis Vuitton has unveiled its first dedicated beauty campaign. Shot by Steven Meisel and directed by Damien Krisl, the surreal imagery stars house ambassador and actress Hoyeon, alongside models Ida Heiner, Chu Wong, and Awar Odhiang. The campaign will run globally across digital channels and in print, debuting first in China before expanding worldwide on August 29.
In New York, a pop-up boutique at 104 Prince Street will immerse visitors in La Beauté’s universe. Complete with a bold red interior, virtual try-on rooms, makeup consultation spaces, and digital storytelling walls, the space embodies Vuitton’s commitment to transforming beauty into an experience, not just a product.
Beauty in Motion
For McGrath, the journey has been both archival and innovative. She studied decades of Vuitton fashion shows, explored heritage trunks in Asnières, and drew inspiration from creative director Nicolas Ghesquière’s runway designs, with whom she has collaborated for over 10 years. “It was an absolute joy to take inspiration from the house’s world — always evolving, always pushing forward,” she said.
With La Beauté, Louis Vuitton is not merely entering beauty; it is reshaping it into a universe where luxury, artistry, and heritage converge. From refillable packaging to skincare-infused formulas, the collection signals a new era: timeless beauty, made for every journey.
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