Louis Vuitton embarks on a new journey with the launch of La Beauté Louis Vuitton, welcoming Dame Pat McGrath as Cosmetics Creative Director.
The globally acclaimed makeup artist lends her unparalleled vision and expertise to crafting a beauty experience that extends beyond products, continuing her longstanding partnership with the House. With the debut of La Beauté Louis Vuitton, a new dimension of the House emerges, broadening Louis Vuitton’s vision while honouring a pursuit of creative excellence.
A Lifestyle Beauty Experience
The initial product rollout features 55 lipsticks, 10 lip balms and eight eye palettes, with unique packaging, carrying cases and more becoming part of what the luxury brand is billing as a “lifestyle beauty experience that extends beyond product,” said its CEO Pietro Beccari.
Speaking to WWD, Beccari said: “every category that we enter, we try to do it in the best way,” explaining the choice of McGrath, one of the most celebrated makeup artists in the world, and one who shares Vuitton’s devotion to the highest levels of quality, execution and innovation. In fact, nearly four years of research and development went into the initial lip and eye colours.
“We took the time to develop incredible ranges, and new formulas,” Beccari explained. “We like to come with something never seen before in terms of performance, in terms of long-lastingness, and in terms of colours.”
McGrath is certainly no stranger to Vuitton, having done makeup looks for Nicolas Ghesquière since he arrived as the brand’s artistic director of women’s collections in 2014. More recently, she has collaborated with Pharrell Williams, who came on board as men’s creative director in 2023.
“It’s a true honour. I’m just so excited,” McGrath said during the WWD interview. “At Vuitton, beauty follows that same ethos: design that is meticulously crafted, and deeply intentional.”
McGrath said she’s been testing all of the new Vuitton formulas backstage and “all over the place” to “make sure that the storytelling, the light, the texture, the emotion are there in these high-performance products.”
“For me, Vuitton is luxury in motion — always evolving, always pushing forward, and beauty follows that same philosophy. It’s a personal journey of exploration. It’s made to move with you in your everyday life,” she said.
McGrath had to hold herself back not to reveal too much about the products.
“It’s very refined, very elevated,” she hinted. “It really follows the same dedication of artistry, craftsmanship, and material excellence… Louis Vuitton has legendary materials, signature colour codes, and sculptural elegance. It’s a lifestyle brand.”