Louis Vuitton goes beauty with Pat McGrath
The House of Louis Vuitton takes a step forward in luxury by officially announcing its entry into the beauty market. This eagerly-awaited launch will take place in autumn 2025, under the artistic direction of Pat McGrath.
For several years, rumors have been circulating about Louis Vuitton ‘s arrival in the cosmetics sector. Already well established in perfumery, the LVMH Group brand has now confirmed its ambition to conquer a booming sector. The range will include lipsticks, palettes and mascaras bearing the famous LV monogram.
Pat McGrath, a strategic choice for a forward-looking vision
For this major project, Louis Vuitton has chosen Pat McGrath, one of the world’s most influential makeup artists, as Creative Director Makeup. With over twenty years’ experience behind the scenes at Louis Vuitton shows, she will lead the design of this exclusive line. Founder of Pat McGrath Labs, a brand prized by high-end make-up enthusiasts, she promises to bring innovation and audacity to this new adventure.
“After more than 20 years backstage at Louis Vuitton shows, I’m excited to help launch La Beauté Louis Vuitton, combining exceptional craftsmanship, creativity and innovation,” says Pat McGrath.
A highly competitive market
This launch is part of a strong trend in the luxury cosmetics market, which could reach $40 billion by 2027. Other brands such as Hermès, Gucci, Valentino and Prada have already diversified their offer in this field. More recently, Jacquemus formalized its partnership with L’Oréal to develop its make-up line.
With this project, Louis Vuitton intends to offer much more than beauty products: a true lifestyle experience. We’ll have to wait until autumn 2025 to discover this collection, which promises to redefine the codes of luxury make-up.
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