Louis Vuitton Enters Shade Cosmetics with La Beauté Assortment, Debuting in China

THE WHAT? Louis Vuitton has launched its first-ever make-up line, La Beauté, with a marketing campaign that includes home ambassador Hoyeon. The gathering, created below the course of Dame Pat McGrath, includes 55 lipsticks, 10 balms, and eight eyeshadow palettes.

THE DETAILS The debut marks a milestone in Louis Vuitton’s magnificence journey, positioning coloration cosmetics as a brand new pillar alongside its perfume and luxurious heritage. McGrath designed shades for all pores and skin tones, housed in refillable, heirloom-worthy packaging that nods to the maison’s Monogram flower. The merchandise additionally incorporate skincare-grade substances and sustainable supplies.

The launch rolls out in China first, adopted by international pre-orders on August 25 and a worldwide retail debut on August 29 throughout 92 Louis Vuitton shops and louisvuitton.com. A New York pop-up at 104 Prince Avenue will run by way of year-end, providing immersive experiences, digital try-ons, and a showcase of the La Beauté universe.

The marketing campaign, shot by Steven Meisel and directed by Damien Krisl, can be launched digitally and in print, highlighting Louis Vuitton’s imaginative and prescient of magnificence as each a life-style and an artwork type.

THE WHY? This launch cements Louis Vuitton’s strategic growth into coloration cosmetics, leveraging its luxurious heritage, McGrath’s international artistic authority, and an unique retail rollout to place La Beauté as a high-value entry into the fast-growing luxurious magnificence market. For the broader trade, it indicators intensifying competitors amongst fashion-led homes elevating magnificence to a core development driver.

Supply: WWD