VERY FEW releases have caused as much of a seismic wave within the luxury cosmetics space as the announcement of Louis Vuitton‘s entry with La Beauté Louis Vuitton, its first-ever makeup collection.
Crafted under the visionary hand of Dame Pat McGrath, its Creative Director of Cosmetics, the individual nicknamed as the “mother of makeup” has refined beauty not as a routine but as a ritual – an artform even.
La Beauté Louis Vuitton Campaign
Unveiling its debut campaign ahead of the worldwide release on 29 August 2025, the series of images captured by photographer Steven Meisel and directed by Damien Krisl, begins to materialise this dreamscape.
House Ambassador Hoyeon is joined by models Ida Heiner, Chu Wong, and Awar Odhiang, who all drift between surreal terrains like crimson deserts and candy-floss pink lakes. In this cinematic visual odyssey – which is fitting for a brand rooted in travel – Louis Vuitton positions beauty as both power and identity.
La Beauté Louis Vuitton Campaign
La Beauté Louis Vuitton Campaign
The collection opens with a symphony of saturated colour and tactile artistry. LV Rouge Lipsticks come in 55 audacious shades; LV Baume Lip Balms in 10 luminous balms; and LV Ombres Eyeshadow Palettes arrive in 8 chromatic variations.
Designed by German industrial designer Konstantin Grcic, the refillable and sustainable cases transform packaging into collective artefacts – beautiful objects that transcend utility. This is a luxury beauty reimagined for a generation that demands both artistry and accountability.
With La Beauté Louis Vuitton, the Maison doesn’t simply launch makeup; it inaugurates an era. Beauty here is not surface but substance. In the hands of McGrath, pigment becomes poetry.
by Imogen Clark