Louis Vuitton announced that it will launch its own beauty brand this fall to join the likes of their luxury peers. While Chanel, YSL, Christian Dior and Tom Ford have long offered popular cosmetics legs, certain other luxury fashion houses like Gucci, Hermès and Dries Van Noten, have only expanded their beauty offerings relatively recently.

Now it’s Louis Vuitton’s turn. Following the success of their fragrances—plus their long lineage of luggage and travel accessories, including makeup and toiletry cases—La Beauté Louis Vuitton will introduce their first range of cosmetics. If you ask the staff at the Paris, France of Parsons fashion school, this is a good move from a business perspective; according to them, the beauty and RTW legs of luxury fashion are actually what keep haute couture alive and thriving.

Part of the excitement is fueled by the fact that it will be overseen by none other than the British celebrity makeup artist, Pat McGrath, as the Creative Director of Cosmetics. McGrath is largely considered one of the most influential makeup artists in the world—something which makeup artist Diane Caranica emphatically agrees with, having been influenced by McGrath’s career in beauty since long before she herself became a professional makeup artist.

McGrath is objectively an enviable pick. Her success in the worlds of beauty—the backstage of fashion—earned her national recognition. She has been a member of the Order of the British Empire since 2014 and even received the title of “Dame” from the late Queen Elizabeth II in 2021. (In fact, she is the only makeup artist to have ever done so.)

With her long history working backstage in the fashion world, coupled with her business savviness at the helm of her own successful beauty brand, Pat McGrath Cosmetics, it would be fair to expect great things of the soon-to-be unveiled beauty brand.

“Working backstage for over 20 years 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,” McGrath is quoted in their press release. “The beauty universe is about so much more than just product and what we are creating here will unlock a new level in luxury beauty.”

Among luxury fashion’s newer cosmetics brands, each strives for at least one domain in which they have a holy grail product. At Gucci, for instance, it would be hard to match the quality of their L’Obscur Mascara anywhere else. They do, however, have an enviable shade range of powder blushes and bronzers, and the actress Julia Garner considers their serum a go-to for pre-glam skin prep.

To grossly generalize, the beauty lines by Hermes, Dries Van Noten and even Prada are probably best-known for their lipstick ranges—although Prada does have some notable complexion launches. Valentino Beauty’s acclaim, on the other hand, has most often been drawn from one of their dual-ended liners and brow pens. Burberry Beauty is still somewhat elusive to break into the mainstream beauty scene, while in the last year, Dolce & Gabbana dropped an ornately packaged line with much fanfare in partnership with another one of Britain’s best, celebrity makeup artist Naoko Scintu.

In which category will La Beauté Louis Vuitton take the crown? Well, based on Pat McGrath’s tried-and-true successes, here’s to hoping for a killer eyeshadow palette. But she also excels at creating foundations, lipstick formulation—including stunningly pinky-nude blends of pigment for lip and cheek (shout out to Nude Venus)—as well as industry leading eyeliners.

But those wishes are just based on personal favorites from her eponymous brand; who can say which category La Beauté Louis Vuitton will truly make their own?

One domain in which we can expect their expansion to reign supreme would be their makeup cases and dopp kits, to complement their already well-known line of luggage. It would be easy to imagine refillable lipsticks and compacts with their signature LV logo. To be frank, the beauty world could even benefit from some truly innovative, ultra-luxurious beauty brushes.

As the brand points out, Louis Vuitton produced powder compacts, brushes and mirrors going back to the 1920’s. This beauty leg is, therefore, part of their archival DNA, simply being brought to life in contemporary context (and with one of the beauty world’s most iconic makeup artists at the fore).

“La Beauté Louis Vuitton is a natural business evolution, driven by our meticulous attention to quality, formulation and innovation,” writes Petro 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 while continuing to celebrate our creativity and heritage.”

Now all that remains is to wait and see what the brand brings forth as the luxury fashion-loving set eagerly anticipates the cosmetics, packaging and accessories that the historic French fashion house is planning to bring to life.

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