Louis Vuitton is entering a new era this 2025. On Wednesday, March 5, the Parisian fashion house announced its expansion into the world of beauty—its first foray into cosmetics since its founding in 1854.
Louis Vuitton to Launch Its Cosmetics Line "La Beauté" by August 2025
Set to debut in time for the 2025 Autumn season, Louis Vuitton’s inaugural beauty line, called "La Beauté," signals a fresh creative frontier for the Maison. Chairman and CEO Pietro Beccari described the launch as “a natural business evolution,” a means by which the heritage house aligns itself with today's sensibilities. “Through this new universe, we have the opportunity to further accompany clients in their everyday lives with purpose and pleasure, while continuing to celebrate our creativity and heritage,” he shared in a press statement.
At the helm of this milestone venture is none other than Pat McGrath, the globally celebrated makeup artist who now assumes the role of Creative Director for Cosmetics. A longtime force backstage at Louis Vuitton’s runway shows, Pat brings with her a wealth of experience with over two decades of expertise, in and beyond the world of fashion. “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,” Pat stated. “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.”
Hailed as “the most influential makeup artist in the world,” Pat has built an illustrious career spanning editorial, runway, and product development. Beyond her eponymous brand’s global success, she was appointed a Member of the Order of the British Empire in 2014 and, in 2021, became the first and only makeup artist to receive the title of “Dame’ from Queen Elizabeth II.
A Look Back on Louis Vuitton's History with Beauty
While La Beauté marks Louis Vuitton's inaugural foray into cosmetics, beauty has long been interwoven with its heritage. Rooted in its storied history with travel, the house has crafted vanity cases for storing perfumes, toiletries, and makeup since the early 20th century. In fact, its first line of handbags for women was designed as a carrier for their everyday essentials, which included cosmetics.
Moreover, in the 1920s, Louis Vuitton produced exquisite powder compacts, brushes, and mirrors, which catered to its elite clientele. Among its most notable commissions were bespoke beauty kits for French opera singer Marthe Chenal and Polish composer Jan Paderewski, both of whom were influential figures in early 20th-century Europe.
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