La Beauté Louis Vuitton launches this week - here’s everything we know so far
Louis Vuitton has officially started the countdown to its first-ever beauty line. On Instagram today, the brand teased: "A journey beyond. A countdown to the creative collaboration with Creative Director @patmcgrathreal has begun - the singular new vision of La Beauté Louis Vuitton, coming on August 25th. Subscribe to be notified of the launch via link in bio."
The debut of La Beauté Louis Vuitton marks the French fashion house’s expansion into luxury beauty, in partnership with legendary makeup artist and Pat McGrath Labs founder Pat McGrath, who will serve as Creative Director. The partnership is a natural fit, following McGrath’s work on 20 years’ worth of Louis Vuitton runway shows and shoots.
What to expect from the collection
The initial launch puts eyes and lips at the forefront, featuring 8 LV Ombres eyeshadow compacts (€220 each), 10 LV Baume lip balms (€140 each) and 55 LV Rouge Lipsticks (€140 each).
Each product has been designed as more than makeup, acting as collectors’ keepsakes as well as high-performing beauty products. McGrath said: "With product development I have always been obsessed with the smallest of details… 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."
All products are refillable, with lipstick bullets and replacement eyeshadows available to purchase. Scented lip products were created with Louis Vuitton’s Master Perfumer Jacques Cavallier Belletrud: the LV Rouge range combines mimosa, jasmine, and rose, while the Baumes are infused with mint and raspberry.
Where and when it will be available
La Beauté Louis Vuitton launches exclusively in select stores in China on 20 August, with pre-orders worldwide opening on 25 August, and a global rollout to select stores on 29 August. The launch will also be celebrated with a dedicated pop-up in New York.
The creative vision
McGrath has previously collaborated with Louis Vuitton on runway looks for both Womenswear Creative Director Nicolas Ghesquière and Men’s Creative Director Pharrell Williams. She said: "It’s a true honour. At Vuitton, beauty follows that same ethos: design that is meticulously crafted and deeply intentional. Every colour, every texture, every formulation is crafted with the precision and artistry you know that defines the house… It’s a very, very different launch in beauty. It’s much wider."
Louis Vuitton Chairman and CEO Pietro Beccari added that the line aims to offer a "lifestyle beauty experience that extends beyond product", including carry cases, containers, and small leather goods.
Why now?
The launch comes as LVMH navigates a cooling luxury market. In July, the parent company reported a 15% decline in profits for H1 2025 to €9.01 billion (£7.8 billion), amid lower sales across its flagship fashion and leather goods division.
Launching a luxury beauty line is a proven way to boost revenues. Take Victoria Beckham, for example. The introduction of Victoria Beckham Beauty was the profitable niche the brand needed to move from the red into the black back in 2022. The proof is in the pudding: high-end beauty can expand a brand’s reach, attract new customers, and create recurring sales beyond fashion alone. La Beauté Louis Vuitton is positioned to do the same, offering high-end, collector-focused products for a new generation of luxury consumers.
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