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With La Beauté Louis Vuitton, the Maison extends its legacy of purposeful travel into the realm of modern beauty, while remaining rooted in Louis Vuitton’s 170-year heritage of artistry, adventure and savoir-faire.
“I’ve always said make-up is more than product: it’s performance, obsession and emotion,” says Dame Pat McGrath, creative director of the newly launched cosmetics collection, La Beauté Louis Vuitton, which launches worldwide August 29 (with pre-orders available from August 25).
According to McGrath, the products in the line have been crafted in this spirit, objects of desire designed to be treasured as much as they are applied. McGrath has worked in the beauty industry for over 25 years, establishing herself as one of the world’s most influential runway make-up artists before launching her own eponymous brand in 2015.
And, with Louis Vuitton, the Dame has created a collection of lipsticks, balms and eyeshadows, all embossed with the details of the Maison’s iconic trunks, gestures that nod to the House’s 170-year heritage as it embarks on this new chapter.
Since its founding in 1854, Louis Vuitton has held beauty at its core. In the 1800s, its practical trunks elevated travel, providing the world’s most cosmopolitan women with cushioned compartments made to cradle delicate fragrances on long voyages. By the 1920s, vanity cases and objets de beauté—from tortoiseshell hairbrushes to carved ivory compacts and glass perfume flacons—became essential accessories for the Louis Vuitton woman. Among them was a bespoke vanity created in 1925 for soprano Marthe Chenal and a toiletry case commissioned that same year for Polish composer Jan Paderewski. McGrath, who has worked backstage at Louis Vuitton shows for two decades, has drawn deeply from these archival references to shape the collection.
Since its founding in 1854, Louis Vuitton has held beauty at its core. In the 1800s, its practical trunks elevated travel, providing the world’s most cosmopolitan women with cushioned compartments made to cradle delicate fragrances on long voyages.
“Make-up is culture. It’s power. Its presence. And it’s personal. Luxury in make-up is about performance, craftsmanship, and sensoriality. It’s about textures that feel exquisite, colours that captivate, and formulas that perform flawlessly,” says McGrath. But for the artist, true luxury cosmetics are more than exceptional formulations. “True luxury is when every detail is considered—from the way the pigment melts into the skin to the way the lipstick feels in your hand. It’s the fusion of artistry and technology, of heritage and innovation.”
Renowned German industrial designer Konstantin Grcic is another master craftsman who has lent his architectural vision to the packaging of La Beauté Louis Vuitton. He has created objets d’art that position luxury as an experience extending far beyond colour. “[Luxury is] the way it feels in your hand, the sound of the closure, the temperature of the materials—these are all parts of the emotional connection.”
Made to carry more than make-up, these complementary objets extend Louis Vuitton’s legacy of purposeful travel. Where beauty goes, Louis Vuitton follows – and the Maison’s heritage of movement and journeys finds new resonance in the gestures and expressions of modern beauty.
Celebrating these traditions, the Maison has created an exceptional Vanity Trunk: a make-up station masterpiece that pays homage to both Louis Vuitton’s early 20th-century beauty commissions and Pat McGrath’s modern-day backstage beauty station. Inspired by the 1920s vanity conceived by Gaston-Louis Vuitton and crafted by Pierre-Émile Legrain, a visionary French designer of the Art Deco movement, this creation unites trunk-making artistry with the beauty of the dressing table ritual. Complementing the spirit of elegance in motion, a dedicated line of small leather goods also accompanies La Beauté Louis Vuitton. Limited-edition Lipstick Pouches and Nice Beauty Cases will debut in three signature shades, Monogram Rouge, Rouge Louis and Tender Bliss, transforming objects of function into heirlooms of style and savoir-faire.
Sustainability has also been prioritised, with every element of the collection’s packaging meaningfully considered to make sustainable usage a luxury experience. “Wherever possible, we designed the products to be refillable rather than disposable. We chose materials like aluminium and brass, minimising plastic and enhancing durability,” says Grcic.
“These are pieces meant to live with you, to be kept, treasured, and used again and again.” Fittingly, the refill process has been reimagined as a luxury ritual. The bespoke monogram lipstick bullet features the engraved shade name, a viewing window at the top of the casing, and an innovative floral motif lock system that allows lipsticks and eyeshadows from La Beauté Louis Vuitton to be housed in their heirloom cases. In this way, the ritual of refilling becomes as luxurious and imaginative as the act of purchase and application itself.
Below, discover the collection.
The La Beauté Louis Vuitton Collection
LV Rouge
Fifty-five shades form the heart of La Beauté Louis Vuitton, the LV Rouge collection. Each has been composed by Pat McGrath, with 27 in a creamy satin that glides on with luminous colour, and 28 in a velvet matte that envelops lips in plush vibrancy. The formulations boast an 85 percent skincare base, with upcycled waxes from rose, jasmine and mimosa flowers enriched with shea butter and hyaluronic acid. The result: long-lasting colour and comfort in matte, and up to 24-hour hydration in satin.
RRP $265 Refill $115
LV Baume
La Beauté Louis Vuitton Baume offers a luminous, lip-quenching counterpart to Rouge. The 10 sheer shades are crafted to nourish while providing a flush of sumptuous, “your lips but better” colour. Think soft, luminous tones perfect for an effortless cool-girl finish. Infused with shea butter, hyaluronic acid, berry extracts and upcycled mimosa wax from Grasse, the balms promise 48-hour hydration and lasting care.
RRP: $265 Refill: $115
LV Ombres
Eight harmonies define the LV Ombres eyeshadow quads, the jewel of the La Beauté crown. “The eyeshadows really set the tone for La Beauté Louis Vuitton—they are bold, intentional, and made to be remembered,” says McGrath. Each quad contains three everyday shades and one striking accent, with six finishes spanning matte to glitter. Colour stories such as Monogram Rouge, Beige Memento and Nude Mirage echo Louis Vuitton signatures. Advanced technology ensures each formula is elevated—from transparent gels that enhance metallics and glitters, to plant-derived squalane and camelina flower oil that deliver second-skin hydration.
RRP: $420
All products can be found at louisvuitton.com.au
When Does La Beauté Louis Vuitton Launch In Australia
The collection will officially launch worldwide on August 28, via louisvuitton.com.au. The collection will be available to shop in select Louis Vuitton stores in Australia, including Louis Vuitton Bondi and Queen Street, Brisbane.
Pre-orders can also be placed online from August 25.
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