Louis Vuitton unveils luxe make-up line in link with Pat McGrath

Louis Vuitton has announced the arrival of La Beauté, an “elevated make-up line”, as colour cosmetics continue to be seen as key growth avenues for ultra-luxury labels.

And it comes as the company announces the official arrival of Dame Pat McGrath as creative director, Cosmetics, for La Beauté (although she’s clearly been working on this project for some time).

LVMH’s star brand said the launch expands the House’s vision that’s “rooted in travel, creativity, and savoir-faire,” and introduces a “highly curated offering of the finest quality make-up, housed in objets d’art designed to be kept forever”. 

It added that it’s “redefining beauty as a lifestyle, as an experience and as a dedicated art form,” and is setting “a new standard in luxury beauty”.

What this means in practice is 55 lipsticks (after all, LV is 55 in Roman numerals), 10 balms and eight eye palettes with 20 August set for the Chinese launch, then 25 August as a wider digital pre-launch date and a global debut later next week.

The company said those lipsticks, balms, and eyeshadows (priced from $160 to $250) are “objects of desire that echo the trunk-making, artistry, and cultural vision at the heart of Louis Vuitton, each with a McGrath twist. As with the Maison’s most iconic pieces across fashion, accessories and fragrance, every detail has been considered, refined, and perfected”.

And the packaging really underlines the luxury edge. Gilded packs by Konstantin Grcic are linked closely to the established codes of Louis Vuitton and in particular give a starring role to the LV flower.

With the ongoing luxury fashion slowdown and the global luxury beauty market expected to continue a strong growth trajectory, it’s an increasingly important category for even the most successful fashion labels. And the more luxurious the better as the pricing proves. 

But while the prices are high, the launch is likely to appeal to aspirational luxury shoppers who may not buy the clothes but may well have a Louis Vuitton bag and will be keen to have a lipstick to go in it.