Louis Vuitton is expanding beyond fashion and design with its first venture into cosmetics. The flagship brand of the LVMH group has announced the launch of "La Beauté Louis Vuitton", a new makeup collection under the creative direction of renowned makeup artist Pat McGrath.
McGrath, who has worked behind the scenes at Louis Vuitton fashion shows for over 20 years, will bring her distinctive aesthetic and expertise to develop what the brand describes as a beauty experience that goes beyond mere products.
"After working backstage at Louis Vuitton shows for more than 20 years, I'm now taking on this fundamental role in launching La Beauté Louis Vuitton, which combines extraordinary craftsmanship, creativity, and unparalleled innovation", McGrath said. "The beauty universe is about much more than just products, and what we're creating will reach a new level in luxury beauty."
The British makeup artist, widely considered the most influential in the industry, has helped democratize artistic makeup through her brand Pat McGrath Labs and numerous collaborations with leading fashion houses.
Pietro Beccari, President and CEO of Louis Vuitton, stated: "La Beauté Louis Vuitton represents a natural evolution of our business, driven by our distinctive focus on quality, formulation, and innovation. Through this new universe, we have the opportunity to further accompany our clients in their daily lives, continuing to celebrate our creativity and heritage."
The debut collection will feature 55 lipsticks, 10 lip balms, and 8 eye palettes, scheduled to launch this coming autumn. True to the brand's heritage, the products will come in leather cases and miniature trunk-inspired packaging.
The move represents Louis Vuitton's strategic expansion in the high-end beauty sector, where it will compete with established luxury makeup brands while leveraging its iconic status in the fashion world.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.