The world’s biggest luxury brand is expanding into beauty.
This autumn, Louis Vuitton will debut a line of colour cosmetics with the British makeup artist Dame Pat McGrath as its creative director, the company announced Wednesday.
The line, which will be called La Beauté Louis Vuitton, is the fashion house’s first foray into cosmetics since the 1920s, when it offered a range of powder compacts, brushes and mirrors.
Louis Vuitton currently offers a range of scents priced from $330, available to purchase only in its own stores and concessions.
In a statement, McGrath said her 20 years of working backstage with Louis Vuitton had well prepared her for this new venture. “La Beauté Louis Vuitton… is the result of extraordinary craftmanship, creativity and innovation,” said McGrath. “What we are creating here will unlock a new level in luxury beauty.” McGrath launched her own line of prestige cosmetics, Pat McGrath Labs, in 2015.
It enters a crowded market for prestige players: Prada, Celine, Rabanne and Dries Van Noten have all debuted cosmetics in the past five years, while established names such as Chanel and Hermès continue to expand their offerings, either in-house or through licensing. LVMH, Louis Vuitton’s parent company, already produces a successful beauty line for Dior, and also owns the speciality retailer Sephora.
Pietro Beccari, chairman and chief executive of Louis Vuitton described the launch as a “natural business evolution” in the statement.
“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 said.
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Pat McGrath and the Great Runway Makeup Revival
Suddenly, people are talking about backstage beauty again, largely thanks to the ghostly looks McGrath created for John Galliano. Just as surprising: her brand didn’t immediately come out with a new product. Did we just witness an actual, authentic moment of artistic genius at fashion week of all places?
Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholders’ documentation guaranteeing BoF’s complete editorial independence.
