It's happening. Louis Vuitton make-up is coming for our beauty routines.
The French conglomerate might be best known for its iconic trunks and monogrammed goods, but editors have long clamoured to its beauty arm - the impressive fragrance collection. Housed in tinted glass bottles and spearheaded by perfumer Jacques Cavallier-Belletrud, each scent is crafted to delight, yet remains understated and elegant. Almost 10 years after its re-entry into the fragrance arena (the brand's first foray into scent was in 1946), Louis Vuitton is embarking on a new adventure with La Beauté Louis Vuitton, a make-up collection that's set to debut in in autumn 2025.
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This is not a brand that does things by halves, so when it came to appointing a cosmetics creative director, Louis Vuitton naturally went straight to a beauty industry legend, a British make-up artist who changed the face of runway beauty and prioritised inclusivity long before it became a talking point: Dame Pat McGrath DBE.
'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 craftmanship, creativity and innovation. 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,' says McGrath in an official release.
While this is Louis Vuitton's first entry into make-up, the brand has long embraced the art of beauty rituals through leather vanity cases, beauty bags, toiletry pouches and perfume cases. Back in the 1920s, you could also find Louis Vuitton powder compacts, brushes and mirrors.
Given the intersection between the runways and beauty in recent times, it's no surprise that Louis Vuitton is now fully embracing the make-up world. The brand's archives will no doubt serve as a treasure trove of inspiration for McGrath. Expect to see fantastical colours and elevated finishes; two things the beauty entrepreneur has excelled at with her own brand, Pat McGrath Labs.
Considering how McGrath is also revered for creating cultural moments on the runways through unexpected looks (think crystal-encrusted faces at Christian Dior couture during the John Galliano era and extremely glassy, surreal skin at Maison Margiela), don't be surprised if La Beauté Louis Vuitton includes something a little extra within its collection.
2025 is set to be a colourful era for Louis Vuitton, and we can't wait to see what La Beauté Louis Vuitton has in store. Watch this space.
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Medina Azaldin is the beauty editor of ELLE and Harper's Bazaar UK, working across print and digital features. She has more than seven years journalism experience and has previously written for Red and Good Hoousekeeping. When she's not demystifying the latest skincare ingredient, sniffing out the next big perfume trend or uncovering the science behind wellness practices, you'll most likely find her in Hatchards Piccadilly or watching a crime series with her cats. Oh, and she's a competitive cheerleader, too.
