In a stunning evolution of its artistic legacy, Louis Vuitton introduces La Beauté Louis Vuitton, the Maison’s first-ever makeup collection, ushered in with a campaign as otherworldly as it is exquisite.
More than a beauty launch, this is a full-sensory immersion into Louis Vuitton’s vision of femininity, creativity, and empowerment.
Headlining the campaign is global style icon and Louis Vuitton House Ambassador, Hoyeon, whose presence is nothing short of magnetic. She is joined by rising runway stars Ida Heiner, Chu Wong, and Awar Odhiang, captured through the lens of Steven Meisel and under the cinematic direction of Damien Krisl.
The visuals are set against iridescent backdrops, sweeping crimson deserts and ethereal pink lakes, where reality melts into a dreamscape.
LA BEAUTÉ IS BORN
At the core of the collection is the unmatched artistry of Dame Pat McGrath, now serving as Louis Vuitton’s Cosmetics Creative Director. Known for transforming runways into realms of fantasy and redefining modern glamour, McGrath brings her visionary touch to every aspect of the debut range.
The collection itself is a sensorial experience. LV Rouge introduces 55 shades of lipstick, spanning intense mattes and luminous satins, designed for maximum expression and performance.
LV Baume offers 10 nourishing lip balms that combine subtle color with long-lasting hydration and a radiant finish.
Meanwhile, LV Ombres, a series of eight eyeshadow palettes, delivers a spectrum of chromatic harmonies, inviting experimentation and bold creativity.
Every product is crafted with high-performance, skin-loving ingredients, and presented in elegant, refillable packaging designed by acclaimed industrial designer Konstantin Grcic.
Inspired by the Maison’s trunk-making roots, each item feels like a miniature objet d’art: functional, collectible, and deeply luxurious. It’s beauty reimagined not only as routine, but as ritual, craftsmanship, and cultural statement.
“It’s about dreaming without limits,” says McGrath. “Beauty is no longer about rules, it’s about freedom, about joy, about becoming.”
The La Beauté Louis Vuitton campaign makes its global digital debut on August 20, with exclusive print features in China the same day.
The collection launches exclusively in China on August 20, excluding the eyeshadow palettes, followed by worldwide pre-orders on August 25, and an official global release on August 29, available in select Louis Vuitton stores and at louisvuitton.com.
With this debut, Louis Vuitton does more than enter the beauty world, it reshapes it entirely, with the same vision, precision, and power that has defined the Maison for over a century.
