Louis Vuitton has unveiled its first-ever La Beauté Louis Vuitton campaign, marking a new chapter for the House as it debuts its inaugural makeup collection. The line, conceived under the creative direction of Dame Pat McGrath, introduces a bold vision for high-end beauty rooted in artistry, craftsmanship, and empowerment.
MAKEUP
The campaign, captured by Steven Meisel and directed by Damien Krisl, stars House Ambassador Hoyeon alongside models Ida Heiner, Chu Wong, and Awar Odhiang. The imagery reflects a surreal journey, setting the models against backdrops of crimson deserts and pastel-pink lakes. This dreamlike staging amplifies the vivid palette of the collection, framing Louis Vuitton’s interpretation of beauty as both lifestyle and artistic expression.
At the heart of the launch is a carefully curated lineup: 55 shades of LV Rouge lipsticks, 10 luminous variations of LV Baume lip balms, and 8 chromatic harmonies of LV Ombres eyeshadow palettes. Formulated with high-quality ingredients, the collection is presented in sustainable, refillable packaging designed by Konstantin Grcic. Each piece draws from Louis Vuitton’s heritage of trunk-making and design precision, enhanced by McGrath’s unmistakable creative signature.
La Beauté Louis Vuitton positions beauty as a transformative experience. The House extends its artistry into cosmetics while maintaining its legacy of innovation and luxury, reimagining how beauty fits within the broader scope of fashion and lifestyle. The campaign’s surreal aesthetic underscores this message, presenting beauty as a bridge between reality and imagination.
The launch follows a staggered global rollout. The collection will debut exclusively in China on August 20, 2025, with every product except the eyeshadow palettes. Worldwide digital pre-orders open on August 25, with the full collection arriving in select Louis Vuitton stores and on louisvuitton.com starting August 29.
With this debut, Louis Vuitton steps firmly into the beauty space, establishing La Beauté Louis Vuitton as a new frontier for the House and affirming Pat McGrath’s role in shaping the visual and creative language of luxury cosmetics.
