It’s official — Louis Vuitton (Instagram) has entered the world of makeup, and it’s doing it the only way it knows how: big. The French fashion house just unveiled its first-ever campaign for La Beauté Louis Vuitton, fronted by House Ambassador Hoyeon, alongside models Chu Wong, Ida Heiner, and Awar Odhiang.
Shot by fashion photography legend Steven Meisel and directed by Damien Krisl, the campaign plays out like a lucid dream. Think crimson deserts and light pink lakes, all surreal landscapes where Louis Vuitton’s vision of modern femininity takes centre stage. It’s not just about beauty. It’s about transformation, storytelling, and stepping into a world where luxury becomes experience.
Behind the pigments is none other than Dame Pat McGrath, serving as Louis Vuitton’s Cosmetics Creative Director. Known for her boundary-breaking work and cult-favourite products, McGrath brings her signature edge to the collection, a vivid palette that speaks to individuality and empowerment.
At the heart of La Beauté Louis Vuitton is LV Rouge, a line-up of 55 richly pigmented lipsticks. Joining them are 10 luminous shades of LV Baume lip balms and 8 chromatic LV Ombres eyeshadow palettes, though the eyeshadows will only be available globally after the initial China launch. The textures and colours are bold yet wearable, high-performance yet refined, luxury cosmetics with artistry at their core.
Packaging for the collection is as striking as the formulas themselves. Designed by industrial design heavyweight Konstantin Grcic, each product’s packaging is sustainable, refillable, and crafted to be a lasting object of desire. Drawing inspiration from Louis Vuitton’s trunk-making legacy, the containers echo craftsmanship, innovation, and timelessness with just enough of McGrath’s signature twist.
Both the campaign and collection officially land in China on August 20, excluding the eyeshadow palettes.
A global digital pre-order window opens on August 25 and the worldwide launch follows on August 29 across select Louis Vuitton boutiques and on the brand’s website.
For Louis Vuitton, this isn’t just a foray into beauty. It’s a full-fledged redefinition of what luxury makeup can look, feel, and dream like. With a campaign that merges high fashion, cinematic fantasy, and real cultural power, La Beauté Louis Vuitton is off to a bold, and beautiful, start.
For more stories of beauty from around the world, visit our dedicated archives.
