Paris, Wednesday 5th March 2025. The beauty universe woke up to an auspicious announcement by Louis Vuitton. The revered French luxury house is embarking on a new journey with the launch of La Beauté Louis Vuitton. It will expand the House’s vision, rooted in the spirit of travel and creative excellence. Debuting in Autumn 2025, La Beauté Louis Vuitton welcomes Dame Pat McGrath, DBE, as its Creative Director, Cosmetics. The world-renowned British makeup artist brings her incomparable eye and expertise to developing a lifestyle beauty experience that extends beyond products. Dame Pat McGrath, often hailed as “the most influential makeup artist in the world,” will oversee this dedicated métier.
The creative influence of Dame Pat McGrath, DBE
Beyond her collaborations with numerous designers and fashion houses, including Louis Vuitton, her creative influence expanded with the launch of her eponymous brand, Pat McGrath Labs, in 2015.
A Member of the Order of the British Empire since 2014, she became the first and only makeup artist ever to receive the title of ‘Dame’ in 2021 from Her Majesty Queen Elizabeth II.
Since its founding, Louis Vuitton’s travel history embraced beauty, with innovative vanity cases specially crafted for the transport of delicate toiletries, perfumes, and cosmetics. In the 1920s, Louis Vuitton designed luxurious powder compacts, brushes, and mirrors.Two exceptional examples preserved in the Louis Vuitton archive date from 1925:
Lovers of beauty can expect to be wowed
Le Milano was a bespoke kit made for the soprano Marthe Chenal, while an exquisite toiletry case was also created for the Polish composer, Jan Paderewski. Moreover, the first Louis Vuitton handbags for women were conceived with the need to carry daily essentials including cosmetics.
Says Pat McGrath, Creative Director of Cosmetics at Louis Vuitton, “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, which is the result of extraordinary craftmanship, creativity and innovation. The beauty universe is about so much more than just products, and what we are creating here will unlock a new level of luxury beauty.”
La Beauté Louis Vuitton is a natural business evolution
“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.”, says Pietro Beccari, Chairman and CEO, Louis Vuitton.
An artisanal approach to make-up
“Prepare to be wowed,” Dame Pat McGrath, creative director of cosmetics at Louis Vuitton, told Vogue Business in a story published Wednesday.
“This is a métier—a concept with an artisanal approach to make up that combines the heritage and legacy of the fashion house with the best innovation that the French product labs have to offer.”
With a range of 55 lipsticks, 10 lip balms, and eight eyeshadow palettes, the new “La Beauté” category will mark the luxury conglomerate’s venture into beauty within an established fashion brand.
With more information on the product range to follow, La Beauté Louis Vuitton reflects the broadening scope of luxury, whereby the House’s rich heritage assumes once again a new, contemporary form.
About Louis Vuitton
Since 1854, Louis Vuitton has brought unique designs to the world, combining innovation with style, always aiming for the finest quality and preserving biodiversity. Today, the House remains faithful to the spirit of its founder, Louis Vuitton, who invented a genuine “Art of Travel” through luggage, bags, and accessories which were as creative as they were elegant and practical. Since then, audacity has shaped the story of Louis Vuitton.
Faithful to its heritage, Louis Vuitton has opened its doors to architects, artists, and designers across the years, all the while developing disciplines such as ready-to-wear, shoes, accessories, watches, jewelry, and fragrance. These carefully created products are testament to Louis Vuitton’s commitment to fine craftsmanship.
