Louis Vuitton Enters Beauty Market With La Beauté

Louis Vuitton has made its first move into colour cosmetics, unveiling La Beauté Louis Vuitton under the creative direction of Dame Pat McGrath. The debut centres on 55 refillable lipsticks in satin and matte finishes, 10 tinted balms and eight eyeshadow quads, positioned as collectible objets that marry craft with payoff. Global launch is set for 29 August in select Louis Vuitton stores and online.

Pricing plants the flag firmly at the ultra-luxury end. Lipsticks are priced at 160 dollars with 69 dollar refills, while the LV Ombres quads land at 250 dollars with 92 dollar refills. Reactions have been swift, with praise for design and shade range alongside pushback on cost.

McGrath’s hand is clear in saturated pigments, skin-comfort textures and runway-ready colour stories. The packaging leans into Vuitton codes with sleek, refillable casings and matching accessories from leather cases to mini trunks, designed to extend the brand’s world beyond fashion and fragrance.

Beauty is a powerful gateway for heritage brands, but retention matters more than a splashy first drop. Vuitton’s challenge will be converting desire into daily use at a time of cautious spending, while leveraging its retail theatre and McGrath’s credibility to build a true cosmetics pillar.