Louis Vuitton Enters Color Cosmetics with La Beauté Collection, Debuting in China

THE WHAT? Louis Vuitton has launched its first-ever makeup line, La Beauté, with a campaign featuring house ambassador Hoyeon. The collection, created under the direction of Dame Pat McGrath, comprises 55 lipsticks, 10 balms, and 8 eyeshadow palettes.

THE DETAILS The debut marks a milestone in Louis Vuitton’s beauty journey, positioning color cosmetics as a new pillar alongside its fragrance and luxury heritage. McGrath designed shades for all skin tones, housed in refillable, heirloom-worthy packaging that nods to the maison’s Monogram flower. The products also incorporate skincare-grade ingredients and sustainable materials.

The launch rolls out in China first, followed by global pre-orders on August 25 and a worldwide retail debut on August 29 across 92 Louis Vuitton stores and louisvuitton.com. A New York pop-up at 104 Prince Street will run through year-end, offering immersive experiences, virtual try-ons, and a showcase of the La Beauté universe.

The campaign, shot by Steven Meisel and directed by Damien Krisl, will be released digitally and in print, highlighting Louis Vuitton’s vision of beauty as both a lifestyle and an art form.

THE WHY? This launch cements Louis Vuitton’s strategic expansion into color cosmetics, leveraging its luxury heritage, McGrath’s global creative authority, and an exclusive retail rollout to position La Beauté as a high-value entry into the fast-growing luxury beauty market. For the wider industry, it signals intensifying competition among fashion-led houses elevating beauty to a core growth driver.

Source: WWD