Louis Vuitton launches its first make-up line: a new era for the Maison in Paris

Louis Vuitton unveils “La Beauté”, its first make-up line. A strategic turning point in the world of luxury, with Paris as a backdrop.

On August 29, 2025, Louis Vuitton took a major step forward with the launch of its first make-up collection, soberly named La Beauté. Initially announced for autumn, this line marks a long-awaited diversification in a booming sector. With 55 satin and matte lipsticks, ten balms and eight eyeshadow palettes, the Maison is targeting a global clientele, while asserting its Parisian roots.

In Paris, cradle of the brand and capital of fashion, this new line resonates as a natural extension of the Louis Vuitton universe. While the first launches took place in China, the brand’s flagship boutiques on the Champs-Élysées and Place Vendôme are preparing to offer this exclusive collection. An iconic location like the Louis Vuitton Maison boutique will undoubtedly offer an immersive experience worthy of the brand’s ambitions.

A creation directed by Pat McGrath

The artistic direction of this collection has been entrusted to Pat McGrath, a key figure in the make-up world, who has already worked with Nicolas Ghesquière on the Louis Vuitton catwalks. Inspired by the House’strunk-making heritage, she offers innovative and inclusive textures. Formulations incorporate plant waxes, hyaluronic acid and shea butter, to combine performance and comfort.

Luxury and sustainable packaging

In terms of design, the cases created by Konstantin Grcic combine aluminum and brass, while being refillable for the sake of durability. The famous Louis Vuitton monogram is subtly integrated, recalling the brand’s emblematic elegance.

A global strategy, but anchored in Paris

The choice of a multi-stage launch, starting in Asia with HoYeon as ambassador, demonstrates the label’s global ambitions. Nevertheless, Paris remains the beating heart of this new beauty adventure, where the parent company continues to write its history.

By joining forces with other houses such as Hermès and Celine, Louis Vuitton has made beauty a strategic pillar, particularly attractive to younger generations, more inclined to buy an iconic lipstick than a €3,000 bag.

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