Louis Vuitton Enters Beauty Market With $160 Lipsticks

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Louis Vuitton lipstick range

Courtesy of Louis Vuitton

This week, the LVMH-owned brand Louis Vuitton made its long-anticipated entry into the beauty world with the launch of La Beauté Louis Vuitton, debuting in the color cosmetics market. With a line of refillable lipsticks, lip balms and eyeshadow palettes, the move signals Louis Vuitton’s attempt to reach a broader customer base, presenting an opportunity for new customers to become part of the unique Louis Vuitton world at a more affordable entry price.

Why Beauty, Why Now

The beauty industry has evolved into a market where emotional resonance is key. Competitors, including global brands Chanel, YSL and Dior, have a long-standing presence in the field, with Hermès joining in 2020, so the need to be part of this growing sector makes the launch and its timing all the more significant. As Pietro Beccari, CEO and Chairman of Louis Vuitton, said in a recent press release, entering this new market is a natural business evolution for the brand. “Through this new universe, we have the opportunity to further accompany clients in their everyday lives with purpose and pleasure, while continuing to celebrate our creativity and heritage,” he explains.

In addition, the beauty sector is strong and is outperforming fashion in profit margins and repeat sales, making it a potentially lucrative option for Louis Vuitton. According to Statista, the Beauty & Personal Care market worldwide is projected to generate a revenue of US$677.19 bn in 2025, and it’s expected to grow at an annual rate of 3.37% (CAGR 2025-2030). For Louis Vuitton, this launch provides a new entry point for customers who wish to connect to the label’s universe, which is rooted in travel, creativity, and savoir-faire.

Packaging As A Status Symbol

The new refillable line offers 55 shades of lipstick and lip balms in a matte and satin finish (LV Rouge & LV Baume), priced at $160 and $69 for refills, respectively. Additionally, it includes eight eyeshadow palettes (LV Ombres), priced at $250 with refills at $92.

Speaking to British Beauty Blogger Jane Cunningham, she tells me that the fact that all the products are refillable isn’t getting much attention, yet it’s important as it means that a high initial spend for beauty lovers gives them a well-crafted piece of Louis Vuitton that is a forever piece—an enduring luxury object. This bold move reflects both sustainability as a trend and also Vuitton’s focus on packaging, which is part of their heritage.

By positioning its beauty products as collectable design pieces, hinting at the brand’s history as maker of trunks and objets d’art, Louis Vuitton is offering a lifestyle beyond the first purchase.

The Pat McGrath Factor

Appointing Dame Pat McGrath, DBE, as creative director of cosmetics for La Beauté Louis Vuitton (from August 20 in China and August 25 as a digital pre-launch date), Louis Vuitton has partnered with one of the most influential make-up artists working today. McGrath has worked with Louis Vuitton for over two decades, directing the make-up for their runway shows. She has her own make-up brand, Pat McGrath Labs, and brings first-hand industry insight to the table.

Over email, Jane Cunningham told me that across social media, beauty followers are already comparing the new LV beauty launch to Pat McGrath’s existing line “in terms of color at least”. She tells me that McGrath understands the Asian market—hence the more understated Balm formulas that give modest color alongside the power shades. “I think she has done LV proud with the lip lines,” she says.

Luxury Meets Functionality

Functionality and adaptability are running themes for Vuitton. The brand was founded by Monsieur Louis Vuitton in 1854, and started as a luggage-making business. It was first known as Louis Vuitton Malletier, which translates to “Louis Vuitton trunk maker” in French. The appointment in 1997 of Marc Jacobs as artistic director for the house, for example (he was put in charge of creating their first ready-to-wear clothing), marked a new chapter in the Louis Vuitton story—a bold move that elevated the brand from luxury travel to high fashion while staying true to its core values. Similarly, the brand’s history, craftsmanship and heritage continue to be very much present in La Beauté Louis Vuitton, which is starting with a small collection and will no doubt expand. A line of cases and pouches is available to accompany the launch, featuring a lipstick holder that can be attached to a handbag, like a charm.

As Louis Vuitton describe, the collection’s ‘objects of desire’ echo the trunk-making, artistry and cultural vision at the heart of all its products, each with a McGrath twist. “As with the Maison’s most iconic pieces across fashion, accessories and fragrance, every detail has been considered, refined, and perfected,” it reads.

Jane Cunningham tells me that cosmetics bring a different kind of challenge. Unlike a handbag or trunk, make-up is highly personal—success depends not just on branding but on formulas, shades, and wearability. At $160 a tube, Vuitton lipsticks will need to perform as well as they look if the house hopes to establish itself in a crowded luxury beauty market. This is supported by British entrepreneur Lorna Andrews, founder of 98Beauty, who tells me over email that Louis Vuitton sits at the heart of luxury and represents adventure like no one else, but that their strength lies in their functionality “Every product delivers with beauty and craft as well as being practical and useful,” she says. She adds that the new range will give people the opportunity to buy into the feeling of quality and craft, which their target customer will adore.

A Strategic Bet

As with the appointment of Pharrell Williams for menswear in 2023, working with Dame Pat McGrath will bring Louis Vuitton further credibility, reinforcing its relevance in popular culture. By purchasing items from La Beauté Louis Vuitton, customers will be buying into an exclusive storied brand, with a proud heritage—perhaps even acquiring a small piece of history.

As described by Louis Vuitton, the new métier of the House transcends the tangible, leaving a mark on the world of beauty. What remains to be seen is whether consumers will be willing to join the LV club.