The first images of the Louis Vuitton Beauty collection and campaign, the luxury brand’s foray into cosmetics alongside Pat McGrath, have just been revealed ahead of the online pre-order launch on August 25, 2025. This date, like the size of this inaugural collection (55 products), playfully references the DNA of the luggage maker, better known in Asia as LV.
LV or 55 in Roman numerals.
To write a new chapter in its 171-year history, Louis Vuitton is expanding its territory to include beauty, following a rise in luxury in watchmaking last year.
A real driving force in a sector experiencing a certain “luxury fatigue,” cosmetics, like collectible perfumes, are not affected by the crisis, judging by the results of its competitors.
With 55 new items, the luggage maker has pulled out all the stops to make a splash by recruiting an iconic figure as its new creative director of makeup: Pat McGrath.
Louis Vuitton thus becomes the latest luxury house to launch its own range of beauty products. The last major diversification was Hermès in 2020.
Inaugural collection
Aware of the importance of consistency and continuity with the House’s codes, Louis Vuitton unveiled the first images of a brand new range on August 19, comprising three worlds: LV Rouge, LV Baumes and LV Ombres. China will be the first to see the range, with a preview launch on Wednesday, August 20.
The collection includes 55 lipsticks, 10 balms and 8 eye shadow quartets, “each reflecting the extraordinary craftsmanship, creativity and innovation of Louis Vuitton,” according to the official press release.
Inside, the House promises aformulation based onhigh-quality ingredients and enhanced with hyaluronic acid and shea butter, among other ingredients. For example, the lipsticks are not only made from recycled flower wax (rose, jasmine, and mimosa), but are also scented with the same floral notes, created by the luggage maker’s master perfumer, Jacques Cavallier Belletrud.
However, the House has not forgotten its core business of leather goods, pairing each of the Louis Vuitton Beauty items with small monogrammed cases and other pouches. Overall, the refined and sustainable packaging was entrusted to designer Konstantin Grcic. Fully refillable, the tubes and palettes are mainly made of brass and aluminum, avoiding the use of plastic.
Diversity and an invitation to travel
This new beauty universe is also enhanced by a visual campaign orchestrated by Damien Krisl and captured by fashion photographer Steven Meisel.
The campaign highlights a multifaceted and diverse vision of the Louis Vuitton woman. The guest star is Korean actress and model Hoyeon, herself an ambassador for the House and revealed to the general public in season 1 of the series Squid Games. She is accompanied by Danish model Ida Heiner, Chinese model Chu Wong and Ethiopian-Canadian model Awar Odhiang.
Designed as an invitation to travel, a cultural marker of the brand, the background features stylized sand dunes in ochre tones, or perhaps waves, as they take on a midnight blue hue. A composition that blurs the lines between dream and reality.
While pre-orders open on August 25, you’ll have to wait until August 29 to order these shades, designed to be universally flattering and suitable for every skin tone and occasion, in-store and online. You’ll need to bring your wallet to purchase these exclusive products. At $160 for the lipstick or lip balm ($70 for a refill) and $250 for the palette ($90 for a refill), Louis Vuitton’s pricing is double that of Hermès, as evidenced by initial comments on social media.
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Featured photo: © Louis Vuitton
