Louis Vuitton Launches First Beauty Collection, La Beaute

French luxury house Louis Vuitton has officially entered the beauty market with the launch of its inaugural collection, La Beaute, which debuted globally on August 25, 2023. The collection features an impressive lineup of 55 lipsticks, 10 sheer lip balms, and eight versatile eyeshadow palettes. While these products are available for online purchase, they will also hit physical stores starting August 29. With prices starting at S$220 for lipsticks and lip balms and S$345 for eyeshadow palettes, the collection is positioned as a luxury offering that goes beyond conventional cosmetics.

In a departure from traditional makeup branding, Louis Vuitton emphasizes that its beauty collection is not merely about cosmetics. The luxury house aims to offer an “expression of identity, artistry, and empowerment.” This perspective aligns with sentiments expressed by renowned makeup artist Pat McGrath, who has collaborated with Louis Vuitton for over two decades and now serves as its creative director for cosmetics. McGrath asserts that “luxury in makeup is about performance, craftsmanship, and sensoriality,” highlighting the importance of exquisite textures and captivating colors.

Innovative Features and Inclusivity

The standout product of the La Beaute collection is the LV Rouge Complete lipstick, which comes in 55 shades—a deliberate nod to the Roman numerals for LV. This launch is believed to be the largest debut of lipstick colors from a luxury brand. Each shade is designed to be universally flattering, a testament to McGrath’s commitment to inclusivity. The lipsticks are available in two finishes: creamy satin and velvety matte, each delivering richly pigmented color.

Beyond aesthetics, the lipsticks are formulated with natural waxes sourced from rose, jasmine, and mimosa flowers—elements that resonate with the Louis Vuitton brand. Enriched with shea butter and hyaluronic acid, the lipsticks promise to deliver vibrant color for up to eight hours while maintaining moisture for 12 hours.

The collection also includes ten sheer lip balms, which provide a lightweight alternative to the bold lipsticks. These balms are designed to offer a buildable finish and come with a luxurious texture. The formula features shea butter and hyaluronic acid, ensuring hydration for up to 48 hours.

Each product in the collection is not only unique in formulation but also boasts a signature scent developed through a collaboration between McGrath and Louis Vuitton’s master perfumer, Jacques Cavallier Belletrud. The lipsticks feature a bespoke blend of mimosa, jasmine, and rose, while the balms are scented with mint and raspberry. Belletrud noted that creating a scent suitable for wax and oil bases was a complex challenge, but the result is a fragrance that enhances the overall application experience.

Sustainability and Heirloom Quality

In an era where sustainability is paramount, Louis Vuitton has positioned the La Beaute collection as heirloom-worthy. The packaging has been designed with longevity in mind, inviting consumers to invest in products that can be cherished over time. The architectural design, led by renowned German industrial designer Konstantin Grcic, emphasizes functionality and aesthetics.

A distinctive feature of the collection is the golden ring on the product casings, inspired by the brass fittings of Louis Vuitton’s iconic trunks. This detail serves as a powerful marker of identity while reinforcing the brand’s heritage. The make-up casings are crafted from aluminium and brass, ensuring durability and a luxurious feel. Notably, the design includes a floral motif lock system that allows only La Beaute products to fit within the heirloom cases, enhancing the emotional connection users have with their beauty items.

As Grcic articulated, “These are pieces meant to live with you, to be kept, treasured, and used again and again.” The La Beaute collection represents a convergence of luxury, artistry, and sustainability, appealing to consumers who seek both elegance and ethical considerations in their beauty purchases.

With the launch of La Beaute, Louis Vuitton not only expands its portfolio but also sets a new standard for luxury beauty, redefining how consumers perceive makeup in the context of identity and culture.