Makeup artist Dame Pat McGrath, DBE, is now Louis Vuitton's creative director of cosmetics (All photos: Louis Vuitton)
Louis Vuitton is expanding its vision of luxury with the launch of La Beauté Louis Vuitton, a new beauty line set to debut in Autumn 2025. In a move that underscores its commitment to artistry and innovation, the brand has appointed makeup artist Dame Pat McGrath, DBE, as creative director of cosmetics.
McGrath, often regarded as the most influential makeup artist of her generation, brings decades of expertise in shaping the beauty landscape. From defining runway trends to launching her own globally celebrated brand, Pat McGrath Labs, she has left an indelible mark on the industry. Her appointment marks a significant step in Louis Vuitton’s expansion beyond fashion and accessories, reinforcing its dedication to craftsmanship and creativity.
Though Louis Vuitton’s foray into beauty is new, its ties to the world of cosmetics date back nearly a century. In the 1920s, the House designed custom vanity cases, elegant powder compacts and toiletry kits for esteemed clients, including opera singer Marthe Chenal and composer Jan Paderewski. Even its earliest handbags were created with the modern woman’s beauty essentials in mind.
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Reflecting on her new role, McGrath shared her excitement: “Having worked behind the scenes at Louis Vuitton for over two decades, I am honoured to help shape La Beauté Louis Vuitton. This is about more than just makeup — it’s about redefining luxury beauty through craftsmanship and innovation.”
Louis Vuitton’s chairman and CEO, Pietro Beccari, sees this launch as a natural evolution for the brand. “Quality, innovation, and heritage have always been at the heart of Louis Vuitton. With La Beauté, we have the opportunity to bring our creative spirit into a new realm and further enrich our clients’ lives.”
While details of the product line remain under wraps, La Beauté Louis Vuitton signals a bold new chapter for the House — one that bridges its storied past with the ever-expanding world of luxury beauty.
