A fresh shade of luxury – Louis Vuitton makes its beauty debut with La Beauté

Luxury powerhouse Louis Vuitton is making a bold entry into the high-end cosmetics market with its La Beauté brand, set to launch this autumn.

As part of its strategy to expand in the premium beauty category, the House has appointed one of the world’s most influential makeup artists, Dame Pat McGrath as its Cosmetics Creative Director.

McGrath said: “The beauty universe is about so much more than just product, and what we are creating here will unlock a new level in luxury beauty.”

The appointment builds on McGrath’s established relationship with the House, having created makeup looks for Louis Vuitton Artistic Director of Women’s Collections Nicolas Ghesquière.

McGrath said: “Working backstage for over 20 years at Louis Vuitton fashion shows, I am thrilled to now play such a key role in the launch of La Beauté Louis Vuitton, the result of extraordinary craftsmanship, creativity and innovation.”

For over 25 years, her creative vision has shaped the beauty category, working with top luxury names such as Prada, Dior, Gucci and Valentino. She has also made her mark with her own brand, Pat McGrath Labs, which grew into a US$1 billion business by 2019.

The launch of La Beauté reflects the House’s evolving creative vision, reinforcing its dedication to craftsmanship and innovation.

Louis Vuitton Chairman and CEO Pietro Beccari said: “La Beauté Louis Vuitton is a natural business evolution, driven by our meticulous attention to quality, formula and innovation. 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.”

Louis Vuitton’s foundation in beauty stems from its early travel cases, created to store cosmetics and perfumes. The introduction of powder compacts, combs and mirrors in the 1920s reflected the House’s focus on combining elegance with utility.

The House has yet to reveal further information about the La Beauté product collection.