Louis Vuitton is launching its own beauty range created by makeup guru Pat McGrath and lipsticks start at $265.00
Louis Vuitton has officially made its long-anticipated entrance into the world of beauty with the release of its debut cosmetics line, La Beauté Louis Vuitton. And the first global market to receive the ultra luxe products? China. With eye palettes starting at an eye watering $425, it is going to be a super pricey spend for Australians.
But given LVMH own Cheval Blanc and Belmond hotel groups, it will be intriguing to see which hotel group showcases the products. Given body and beauty products are reportedly being designed, the bathrooms of soem of the world’s finest hotels will soon be likely to be home to the new brand.
The move marks a pivotal expansion for the French fashion powerhouse, which has long dominated luxury fashion, leather goods, and fragrance.
The collection has been crafted under the artistic direction of iconic makeup visionary Pat McGrath, fusing the artistry of the runway with the craftsmanship Louis Vuitton is famous for.
Why Louis Vuitton Is Entering Beauty Now
The global luxury beauty sector is experiencing explosive growth, with projections estimating the industry will surpass USD $700 billion by the end of the decade. Major maisons (houses) including Dior, Chanel, Hermès, and Gucci already enjoy strong footholds in beauty, making the category both a creative and financial cornerstone of modern luxury.
Louis Vuitton, despite its dominance in accessories and fashion, has until now resisted a full leap into cosmetics.
By entering the market in 2025, the maison is seizing an opportunity to bridge its exclusive heritage with a rapidly expanding sector shaped by social media, Gen Z, and experiential consumerism.
This launch is not just about lipsticks and palettes—it’s a strategy to ensure Louis Vuitton maintains cultural and commercial relevance for the next generation of luxury consumers.
Pat McGrath’s Creative Influence
The collection was developed in close collaboration with Pat McGrath, one of the most influential figures in modern beauty. McGrath’s longstanding presence backstage at Louis Vuitton shows makes her uniquely positioned to translate the brand’s couture aesthetics into wearable, collectable beauty products.
Her involvement signals Louis Vuitton’s intent to create beauty that is not just luxurious in price tag, but also groundbreaking in artistry. For the maison, McGrath provides a visionary lens that ensures La Beauté is not an extension of fashion but a new cultural platform of its own.
Positioning Luxury Beauty as Art
Louis Vuitton’s approach intentionally distances itself from mass prestige beauty. With lipsticks priced at AUD $265 and eyeshadow palettes at AUD $420, the maison is making a bold statement: these are not everyday beauty essentials—they are objets d’art.
This pricing strategy also speaks to Louis Vuitton’s DNA. Just as its handbags and trunks are timeless symbols, the beauty line is set up as collectible, aspirational, and status-driven, providing consumers with a small but meaningful piece of the brand’s iconic universe.
Strategic Market Launch: China First
The line is making its world premiere in China, one of the most powerful luxury markets globally. With Chinese consumers set to account for nearly 50% of global luxury spending by 2030, Louis Vuitton’s decision to launch there first is deliberate.
By prioritising Chinese beauty lovers, the maison acknowledges the region’s role as both trendsetter and primary growth driver within luxury. It also positions Louis Vuitton to directly compete with Chanel, Dior, and Hermès, all of which have established strong beauty footholds in Asia.
What Comes Next for Louis Vuitton Beauty
Industry experts predict that cosmetics are just the beginning of Louis Vuitton’s beauty ambitions. Following the initial lip, eye, and balm release, the brand is expected to enter skincare, complexion products, and luxury beauty accessories, with exclusive packaging designed as collector-worthy pieces.
If Louis Vuitton mirrors the success it achieved in fragrance, the maison could set a new precedent for ultra-luxury cosmetics—positioned at the intersection of beauty, fashion, and art.
Redefining Luxury for a New Era
With its first makeup line, Louis Vuitton isn’t simply following its competitors into beauty—it’s attempting to redefine what beauty means in the luxury market. The maison is offering a vision where cosmetics are more than just products, but instead symbolic extensions of its artistry, exclusivity, and cultural prestige.
La Beauté Louis Vuitton makes clear that the brand’s ambitions are not limited to handbags, trunks, or runway moments. The future of luxury now includes a new, elevated chapter: beauty as a form of timeless Louis Vuitton craftsmanship.
