When LVMH-owned Louis Vuitton revealed its makeup line, La Beauté Louis Vuitton, it wasn’t the packaging designed by Konstantin Grcic or the involvement of legendary makeup artist Pat McGrath that was in the news. It was the price tag. At $160 for a lipstick, La Beauté Louis Vuitton will be available online and in select Louis Vuitton stores from Aug. 29, 2025.
La Beauté Louis VuittonDeveloped by makeup artist and cosmetics creative director Dame Pat McGrath, La Beauté Louis Vuitton features 55 LV Rouge lipsticks, 10 LV Baume tinted lip balms, and eight LV Ombres eyeshadows. LV Rouge. With 27 satin and 28 matte formulas, is infused with shea butter and hyaluronic acid for 12-hour wear and scented by master perfumer Jacques Cavallier Belletrud with notes of mimosa, jasmine, and rose.
The LV Baume formula, enriched with shea butter and hyaluronic acid, is a wise choice. The hero shade of the lip balm is 051 Monogram Touch, a sheer version of the burgundy Monogram Rouge lipstick. The LV Ombres eye-shadow quads come in 8 shades, enriched with plant-derived squalane and camelina flower oil extract. It comes with light-up technology: the pearly, metallic, and glittery finishes are “wrapped in a transparent gel to reflect light for maximized shine,” says the brand.
The lipsticks, balms, and eyeshadows join the luxury brand’s perfumes and colognes. However, the LVMH-owned luxury brand has applied sky-high prices to the cosmetics — LV Rouge Complete Lipstick is priced at $160 while the LV Ombres Complete Eyeshadows ring up at $250. Refills are $69 for lips and $92 for eyeshadows, respectively. Exorbitant, when Chanel and Dior do not retail at over $50 and Hermés debuted its lipstick line in 2022, with a price tag of $81.
Its pitch might be that, at $160, its lipstick is affordable for the aspirational luxury consumer compared with the rest of the Louis Vuitton product lines. And, its exorbitant pricing strategy targets the most affluent customer as well. In an era where beauty products are increasingly scrutinised for their quality and value, LV’s bold pricing strategy raises questions about whether luxury cosmetics can justify such extravagance. This move has sparked a conversation about the value of high-end beauty products and whether they are becoming less about accessibility and more about exclusivity, drawing attention to the luxury brand’s attempt to merge fashion and beauty under one luxurious, but costly, umbrella.
La Beauté Louis Vuitton
Who Is Louis Vuitton Cosmetics Creative Director Dame Pat McGrath?
Pat McGrath’s unique ability to blend colours and textures has earned her the title of ‘Mother’ in the beauty community, as she continually pushes the boundaries of conventional makeup to create avant-garde looks that grace runways and editorial spreads worldwide. In addition to her work as a makeup artist, Pat McGrath is a successful entrepreneur, having launched her own makeup line, Pat McGrath Labs, in 2017. The brand quickly garnered acclaim for its high-quality formulations and bold colours, reflecting her belief that makeup should be an expression of individuality. She has received several awards, including recognition at the British Fashion Awards.
Few know that Pat McGrath has been working with Louis Vuitton for over two decades, contributing bold makeup looks to its runway shows, notably the 2019 cruise collection and the 2016 resort show. La Beauté Louis Vuitton is a perfect extension of the shared journey. With Pat McGrath at the helm, each product will be the result of innovation and artistry. The cosmetics collection is set to break new ground, in terms of quality and in how luxury beauty is experienced.
Louis Vuitton Beauty Legacy
Louis Vuitton’s tryst with beauty began in the Twenties when the luxury brand first began designing travel pieces to hold delicate toiletries and cosmetics. Per Marie Claire: “In the 1920s, the brand designed powder compacts, brushes, and mirrors in addition to its signature cosmetics cases, along with the first fragrance, designed by Gaston-Louis Vuitton, which launched in 1927.” Cut to 2025. Louis Vuitton is integrating its travel heritage, craftsmanship and the beauty business. La Beauté Louis Vuitton isn’t just a cosmetics collection—it’s an entire experience, combining artistry and luxury to create a new standard in high-end beauty. WWD reports that a whopping 55 lipsticks, ten lip balms, and eight eye palettes will come aboard later this year.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
