Louis Vuitton’s much-awaited foray into beauty is set to be unlike any other—it is defined by high-quality craftsmanship found in its luxurious makeup down to its leather LV-fied packaging.
No other luxury brand can define the fun in fashion quite like Louis Vuitton. In the past weeks, the French label has been fascinating fashion lovers with the striking, renewed version of its iconic collaboration with Takashi Murakami. Then there’s the lobster, gyoza- and iPod-inspired bags that showcase the brand’s quirky sense of humor.
That’s not all. Louis Vuitton is out to prove that it’s not only redefining fashion but also beauty. On Wednesday, the fashion house announced its much-anticipated foray into makeup—La Beauté Louis Vuitton.
Leading this new chapter for the storied house is makeup artist Dame Pat McGrath, hailed as one of the most influential makeup artists in the world. She has worked with many fashion designers and media outlets, particularly Louis Vuitton in the past 20 years.
McGrath was also the creative genius behind the beauty launches of Gucci, Dolce & Gabbana, and Armani, according to Vogue. She did all these while spearheading her own cosmetics brand, Pat McGrath Labs. As the creative director of Louis Vuitton cosmetics, McGrath now brings her expertise to create what the house calls a “lifestyle beauty experience that extends beyond products.”
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Reflecting on her appointment, the British artist shared: “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 craftsmanship, 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.”
Prior to the launch of La Beauté Louis Vuitton this year, beauty aficionados better “prepare to be wowed,” McGrath said. The new beauty line is set to offer 55 “exquisite lipsticks,” 10 “incredible tinted lip balms,” as well as eight quads of dazzling eyeshadows.
Beauty junkies can also expect surprises and twists every season, but what ultimately sets La Beauté Louis Vuitton apart is that each product is fashioned from “the absolute highest level of craftmanship.” McGrath elaborated to Vogue, “With product development, I have always been obsessed with the smallest of details and the perfection needed in product texture. The precise application methods, just the right amount of pigment pay-off, and how products should make you feel.”
“Pushing boundaries in formula innovation and sensory explanation is part of my own brand’s DNA. It can really lead to groundbreaking results, and this new venture is no different,” she continued. In addition, La Beauté Louis Vuitton ensures high-quality craftsmanship by “combining the heritage and legacy of the fashion house with the best innovation that the French product labs have to offer.”
What makes the new beauty line even more exciting is that it reflects the house’s heritage not only in the high-quality craftsmanship of every lipstick, lip balm, or eyeshadow, but even down to its packaging. According to McGrath, the products will come with a range of small leather goods, such as lipstick cases and mini trucks.
Looking back on Louis Vuitton’s archives, it’s quite easy to tell that the house’s expansion into beauty was inevitable. The French fashion house has long been catering to this market with its vanity cases for toiletries, cosmetics, and perfumes. Back in the 1920s, Louis Vuitton released powder compacts, brushes, and mirrors. The founder’s grandson, Gaston-Louis Vuitton, once crafted the bespoke makeup kit “Le Milano” for soprano Marthe Chenal and a toiletry case for Polish composer and pianist Jan Paderewski.
For McGrath, the upcoming launch of La Beauté Louis Vuitton is one that will definitely shake today’s beauty industry. “This is just the beginning,” she remarked. “We are setting a new standard in luxury beauty.”
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