Today, according to report, Louis Vuitton is set to make its entry into the makeup category. The brand has appointed legendary British makeup artist Pat McGrath as creative director of the new venture, which will debut this autumn across 116 Louis Vuitton stores. The collection will launch with 55 lipsticks—symbolically aligning with the Roman numeral LV—alongside 10 lip balms and eight eyeshadow palettes.
According to the brand, the makeup range will be accompanied by luxurious leather accessories, including lipstick pouches and small trunks inspired by Louis Vuitton’s historic vanity cases. The products, from formulas to packaging, will be manufactured in France, while the leather goods will be crafted in the brand’s European ateliers.
The launch marks a strategic expansion into entry-level luxury, following sharp price increases in handbags, jewelry, and other core product categories since 2020. With young consumers increasingly priced out of traditional luxury goods, the makeup line presents a new gateway into the Louis Vuitton universe.
This move is also the first major initiative under CEO Pietro Beccari, who took the helm at Louis Vuitton after leading Dior. Beccari sees the brand’s evolution into a “cultural brand” as a key strategy, emphasizing that beauty plays an essential role in people’s lives across all demographics.
Louis Vuitton’s approach to beauty mirrors its strategy for other product categories: exclusivity. The brand has given McGrath full creative control over the development of formulas and packaging, and distribution will remain strictly within Vuitton’s own boutiques. “At Louis Vuitton, we have some taboos, and one of them is distribution; every Louis Vuitton product is sold by Louis Vuitton hands,” Beccari stated, firmly ruling out third-party retailers like Sephora.
While LVMH’s fashion and leather goods division saw a slight decline in sales, its perfumes and cosmetics segment grew by 4% in the past year, reflecting the category’s strength. Beccari hinted at future expansions into adjacent beauty categories such as skincare and foundation, reinforcing Louis Vuitton’s long-term commitment to the sector.
Though financial targets for the beauty division remain undisclosed, Beccari insists the move is less about immediate profitability and more about enhancing Louis Vuitton’s universe. “There are many entrances to our brand; now we have one more,” he said.
