Louis Vuitton has appointed legendary makeup artist Pat McGrath as the Creative Director of La Beauté Louis Vuitton, marking the luxury brand’s first official foray into cosmetics.
The highly anticipated makeup collection, set to launch this fall, will feature 55 lipsticks, 10 tinted lip balms, and eight eyeshadow quads, all designed with McGrath’s signature touch of inclusivity and artistry.
McGrath, often hailed as “the most influential makeup artist in the world”, has a long history with Louis Vuitton, having crafted runway looks for the brand’s fashion shows. Now, she is set to redefine beauty under the LV name.
A New Chapter in Luxury Beauty
McGrath expressed her excitement about the collaboration, telling WWD:
“For me, Vuitton is luxury in motion—always evolving, always pushing forward. Beauty follows that same philosophy.”
The makeup line will reflect Louis Vuitton’s legacy of craftsmanship and storytelling, with the “LV” initials representing Roman numerals for 55, a nod to the number of lipstick shades in the collection.
Louis Vuitton chairman and CEO Pietro Beccari reaffirmed the company’s meticulous approach to its debut beauty launch:
“We took the time to develop incredible ranges and new formulas. We like to come with something never seen before in terms of performance, long-lastingness, and colors.”
A Strategic Move for Louis Vuitton
McGrath’s appointment comes at a pivotal time for Louis Vuitton, as the brand continues to expand beyond fashion.
With an estimated brand value of $129.9 billion in 2024, and its parent company, LVMH, boasting a market capitalization of approximately $356 billion, the move into high-end beauty further solidifies its dominance in the luxury industry.
McGrath’s creative vision will now guide La Beauté Louis Vuitton into what is expected to be one of the most exclusive and sought-after beauty collections of the year.
