After years of teasing us with haute perfumery, Louis Vuitton finally bites the bullet and announces the launch of La Beauté Louis Vuitton, the brand’s official beauty line. Louis Vuitton announced this today itself, and the line is set to debut in Autumn 2025. Spearheading La Beauté Louis Vuitton is Dame Pat McGrath, who has been appointed the brand’s Creative Director, Cosmetics. The entire world already knows McGrath for her expertise in the makeup world and the magic she wields backstage at runway shows, which she has effortlessly translated into the world at large with her eponymous brand, Pat McGrath Labs.
“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,” McGrath says.
The beauty universe is about so much more than just product, and what we are creating here will unlock a new level in luxury beauty.
Are we surprised about this development, though? Not quite. Louis Vuitton’s beauty line comes as a natural progression from the brand’s early years of creating leather goods dedicated to beauty. Years of making travel trunks paved the path to the creation of innovative vanity cases specially made to transport delicate toiletries, perfumes, and cosmetics. Then, in the 1920s, the brand designed powder compacts, brushes, and mirrors. Some of these have been well preserved in the archives dating back to 1925: Le Milano, a bespoke kit made for soprano singer Marthe Chenal, and a toiletry case made for Polish composer Jan Paderewski. Let’s not forget as well that some of the first handbags made for women were designed with cosmetics-carrying needs in mind.
While there is no information yet at press time on what beauty products will be the first ones out of La Beauté Louis Vuitton, the brand seems confident to acknowledge that it will certainly follow through in the direction of luxury, heritage, and the spirit of travel.
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