📰 Why Louis Vuitton Is Going Big in Beauty
Louis Vuitton will launch its first beauty collection, La Beauté Louis Vuitton, in fall 2025, aiming to connect with younger, inflation-weary customers in a tough market.
Louis Vuitton, the world’s largest luxury fashion house, is set to launch its first-ever beauty collection, La Beauté Louis Vuitton, in the fall of 2025. This bold move into the beauty industry comes at a time when the fashion world, including parent company LVMH, is experiencing its slowest sales in years. Aiming to reach younger, inflation-conscious consumers, Louis Vuitton is expanding beyond its roots in fashion and leather goods, stepping into the realm of luxury beauty products.
Why beauty?
The decision to enter the beauty space comes at a crucial time. With economic slowdowns and changing consumer preferences, luxury brands are looking for new ways to stay relevant. Beauty products present a more accessible and lucrative entry point for Louis Vuitton, as items like lipsticks and skincare are far more affordable compared to $1,000+ handbags. This shift allows the brand to connect with a broader audience while maintaining its luxurious image.
Beauty also offers Louis Vuitton a unique way to integrate its brand into customers’ everyday lives, providing a luxurious experience that goes beyond fashion. It's a chance to bring its craftsmanship and heritage into the daily routines of consumers, offering them a taste of Louis Vuitton’s luxury on a more personal level.
The vision behind the beauty line
To bring this new venture to life, Louis Vuitton has enlisted British makeup artist Pat McGrath. Widely regarded as one of the most influential figures in the beauty industry, McGrath’s creative direction will shape the collection’s identity, blending high fashion with innovative beauty products. With her extensive experience working with top designers and her own successful makeup line, Pat McGrath Labs, she’s the perfect fit to lead La Beauté Louis Vuitton into the beauty world.
Louis Vuitton has long had ties to beauty, from creating custom toiletry bags to designing powder compacts and brushes in the 1920s. La Beauté Louis Vuitton takes this legacy a step further, offering an entire beauty line that combines the brand’s craftsmanship with modern beauty innovation.
What to expect?
Louis Vuitton’s first beauty collection will include a range of 55 lipsticks, 10 lip balms, and 8 eyeshadows. These products will be available in over 100 Louis Vuitton stores worldwide. Made in France, they will reflect the same attention to detail and luxury that Louis Vuitton is known for. Some products will even feature leather packaging, elevating the overall luxury experience.
This move into beauty feels like a natural extension of Louis Vuitton’s brand. The company has always prioritized craftsmanship and design, and the new collection will bring these values into the beauty world, offering customers a chance to experience the brand’s luxury in their daily beauty routines.
What’s next for Louis Vuitton?
Louis Vuitton’s foray into the beauty market is an exciting new chapter for the brand. The beauty industry continues to grow, offering the company a chance to expand its reach and tap into a new, fast-moving market. With Pat McGrath’s expertise and creative direction, La Beauté Louis Vuitton is set to raise the bar in the luxury beauty world. This is just the beginning, and the future looks bright for Louis Vuitton’s beauty venture.
Source: Reuters, Harpers Bazaar
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