Louis Vuitton has announced they are stepping into the beauty space today with the global launch of La Beauté. Arriving August 29th online and at select boutiques, the french luxury brand tapped Dame Pat McGrath DBE as Creative Director of Cosmetics for this bold new chapter.
The inaugural drop is a doozie including a whopping 55 shades of LV Rouge lipstick, split between creamy satin and plush matte finishes each with unique packaging, 10 hydrating LV Baume lip balms, and eight LV Ombres eyeshadow palettes. The formulations include skincare-forward ingredients like shea butter and hyaluronic acid, and every piece is designed in covetable, refillable, minimalist packaging by renowned industrial designer Konstantin Grcic.
The packaging, the pigments, and even the scents (crafted by Louis Vuitton Master Perfumer Jacques Cavallier Belletrud) are all part of the brand’s intention to create beauty as a ritual and an heirloom. As with so many Louis Vuitton launches, the Maison’s history is featured throughout the collection. Inspired by archival vanity cases from the 1920s and elevated beauty objects, La Beauté blends tradition and innovation seamlessly with the house codes: travel, craftsmanship, and elegance in motion.
The launch also arrives at a pivotal moment with CEO Bernard Arnault announcing the opening of a second Louis Vuitton factory in Texas as part of the brand’s U.S. expansion strategy. La Beauté serves not only as an artistic statement but also marks a new era for LV, offering an accessible entry point for a new younger, aspirational customer.
That said, the prices for the collection are some of the highest, surpassing even most of their competitors like Hermès, Celine, and most Chanel products (save for Chanel’s new 31 Le Rouge). The lipsticks and lip balms are set to retail for $160 US (the refills will run you $69 US), and $250 US for the eyeshadow palette.
Check out some of the archival beauty images below.
