Louis Vuitton has officially launched “La Beauté,” the fashion house’s first-ever makeup line, originally unveiled in March this year. Marking its full-scale entry into the beauty market more than 170 years after the brand’s founding, the collection embodies the same uncompromising pursuit of luxury that defines Louis Vuitton’s fashion.
The creative director of the line is world-renowned makeup artist Pat McGrath, who has been responsible for Louis Vuitton’s runway makeup for more than two decades. By merging the house’s heritage with her own artistic vision, McGrath has shaped what she describes as the ultimate expression of luxury.
At the heart of the debut is LV Rouge, a lipstick collection of 55 shades, the number inspired by the Roman numerals “LV” which equal 55. Twenty-seven shades come in a satin finish and 28 in matte. Each is priced at €140/$160.
The collection also includes ten tinted LV Baume lip balms (€140/$160 each) and eight LV Ombres eyeshadow palettes (€220/$250 each). Refills are priced at $69 for lip products and $92 for eyeshadows.
The packaging was designed by industrial designer Konstantin Grcic, who incorporated house icons such as the Monogram flower while ensuring a refillable, sustainable design.
Louis Vuitton’s master perfumer Jacques Cavallier-Belletrud oversaw the fragrances. The LV Rouge lipsticks are infused with mimosa, jasmine, and rose, while the LV Baume lip balms feature notes of mint and raspberry.
“La Beauté” will debut in China on August 20, followed by worldwide digital pre-orders from August 25. The line will officially launch on August 29 in select Louis Vuitton stores and online, with availability across 116 stores worldwide.
In addition, a pop-up in New York’s SoHo will offer immersive experiences, including virtual try-ons and personalized makeup consultations.
Challenging the High-End Segment
“La Beauté” enters the market at one of the highest price points among luxury beauty lines, with lipsticks priced at $160 and eyeshadow palettes at $250. Compared with Hermès lipsticks, Louis Vuitton’s offerings are roughly twice as expensive, positioning the collection firmly at the very top of the luxury spectrum.
Meanwhile, LVMH Moët Hennessy Louis Vuitton reported a decline in both revenue and profit for the first half of 2025. Sales in its core Fashion & Leather Goods division fell 9% year-on-year, weighing heavily on the group’s overall performance. Against this backdrop, it remains to be seen how much Louis Vuitton’s new makeup line can contribute to the growth of both the brand and the wider group.
Copyright © 2025 Oui Speak Fashion. All rights reserved.