For iconic luxury brand Louis Vuitton to make an early impact in beauty, it was essential to collaborate with a name that wielded substantial influence in both industries. So, when Dame Pat McGrath was announced as the Creative Director, Cosmetics of La Beauté Louis Vuitton, people across domains applauded the power move, helping the house establish an authoritative presence in a new market even before its latest concept was unveiled. 

Pat’s illustrious career as a makeup maven and an entrepreneur needs no introduction. Her backstage beauty collaborations with designers from across the globe – including a long-standing relationship with Louis Vuitton for over 20 years – have equipped her with a unique skill-set to marry beauty with luxury. 

In 2015, when Pat McGrath Labs was launched, it opened up several avenues for diversity and inclusivity in beauty. A partnership of such eminence will further empower her to orchestrate a seismic shift within the industry. 

In 2014, Pat earned herself a membership in the Order of the British Empire. Fast forward to 2021, her creative vision and foresight in the world of beauty earned her the historic honour of being the first makeup artist to receive the title of ‘Dame’ from HRH Queen Elizabeth II that year.

Set to be launched with a grand unveiling in Autumn 2025, La Beauté Louis Vuitton will mark the Maison’s bold expansion and strategic debut in the world of beauty. This pivot isn’t just about launching new products – it comes with a promise to broaden the French luxury house’s creative vision while honouring its rich legacy. 

As a new chapter for Louis Vuitton is about to unfold, it is important to note that this addition to the brand’s luxury narrative is a part of its organic evolution. Moreover, it is a subtle nod to the brand’s history. Its beauty connection can be traced back to the early days of its origin, when travellers required strategic solutions to carry cosmetics and toiletries. 

For a brief period in the 1920s, the French Maison created a line of beauty products like powder compacts, brushes and mirrors for its elite clientele. Le Milano, a bespoke kit created for soprano Marthe Chenal, and an elegant toiletry case designed for Polish composer Jan Paderewski – both archival pieces from 1925 – stand as testaments to this heritage.

“La Beauté Louis Vuitton is a natural business evolution,” says Pietro Beccari, Chairman and CEO of Louis Vuitton. “Through this new universe, we have the opportunity to further accompany clients in their everyday lives with purpose and pleasure, whilst continuing to celebrate our creativity and our heritage.”

Pat also reveals her enthusiasm for forming a new partnership with a brand with which she shares a fond history. “Working backstage for over two decades at Louis Vuitton fashion shows, I am thrilled to now play such a key role in the launch of La Beauté Louis Vuitton, which is the result of extraordinary craftsmanship, creativity and innovation. The beauty universe is about so much more than just products, and what we are creating here will unlock a new level in luxury beauty,” she says.

The specific details about what La Beauté Louis Vuitton will offer in terms of products are yet to be disclosed. However, the announcement sheds light on a larger picture, suggesting a comprehensive strategy encompassing beauty and lifestyle experiences that will go beyond just makeup products. Louis Vuitton’s emphasis on creative excellence and indomitable craftsmanship will be a common denominator between its fashion and beauty arms.

As Louis Vuitton and Pat McGrath prepare to reveal their shared vision for La Beauté Louis Vuitton in Autumn 2025, both the fashion and beauty industries will watch with keen interest and expectation, especially because this comes with a promise to honour the French Maison’s travel-inspired heritage whilst establishing new standards for luxury beauty.

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