Louis Vuitton enters the beauty room

Maison of Allure: Louis Vuitton Enters Beauty with Dame Pat McGrath

July 2025 marks a pivotal moment as LVMH’s crown jewel enters the beauty arena.

In July 2025, Louis Vuitton Beauty officially debuts, ushering in a new era for the storied Maison. Leading the charge is Dame Pat McGrath, whose reputation as the world’s most influential makeup artist lends instant credibility and artistry to this bold expansion.

McGrath’s touch shapes both aesthetic and substance, promising a union of Vuitton’s signature elegance with high performance and editorial level creativity. Early whispers suggest the first launches will include a couture lipstick, a sculpting powder compact, and an immersive fragrance, each conceived as a wearable work of art.

This venture is more than cosmetic. Louis Vuitton has reclaimed full control of its beauty division, formerly licensed, and is now manufacturing, distributing, and curating products independently. The move reflects a broader ambition to align beauty with storytelling, craftsmanship, and brand heritage.

Anticipation is high. McGrath’s iconic style, her colour narratives, and her texture alchemy applied under the Vuitton lens suggest a beauty line that will defy conventions. Expect tactile formats, sculptural packaging, and a colour palette rooted in travel and memory.

On shelves later this summer, it is poised to redefine what luxury cosmetics can be: part design, part identity, part performance, and entirely Louis Vuitton.