Beauty
Louis Vuitton Celebrates One Year of Beauty with a Tribute to Pat McGrath
By Eva Morletto01 octobre 2026
One year after officially entering the makeup market, Louis Vuitton is celebrating the journey with a special edition of its Vivienne mascot featuring Pat McGrath. The initiative highlights a strategy focused on ultra-luxury, desirability and the House’s distinctive codes, rather than a race for volume.
One year after officially entering the makeup market, Louis Vuitton has chosen to celebrate the journey by paying tribute to the woman who embodies it: iconic British makeup artist Pat McGrath, who was knighted by Queen Elizabeth II in 2021 with the title of Dame Commander of the Order of the British Empire.
The House has just unveiled a special edition of its Vivienne mascot, designed in the likeness of its Creative Director of Makeup. Priced at €2,830, the collector’s piece encapsulates the strategy pursued since the launch of La Beauté Louis Vuitton in August 2025.
A Launch Focused on Ultra-Luxury
For its entry into makeup, Louis Vuitton immediately positioned itself in the ultra-luxury segment, with 55 shades of LV Rouge, ten LV Baume balms and eight highly refined LV Ombres palettes. All the products were developed under the direction of Pat McGrath, who has collaborated with Louis Vuitton for more than 20 years.
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The refillable cases, designed by German designer Konstantin Grcic, together with the olfactory signatures created by Jacques Cavallier Belletrud, Vuitton’s master perfumer, have helped transform makeup into true collector’s items. Prices remain firmly positioned at the very top end of the market: in France today, an LV Rouge retails for €140, while an LV Ombres palette costs around €220.
LVMH does not disclose the sales generated by La Beauté Louis Vuitton; the line is included within its Fashion and Leather Goods business. However, this division generated €18.15 billion in revenue in the first half of 2026, down 1%, despite returning to growth in the second quarter.
The first-year assessment is therefore more significant from a strategic than an accounting perspective. Louis Vuitton has not sought to compete with major beauty brands by pursuing volume, but rather to replicate its leather goods model in makeup: high prices, durable and refillable objects, personalization and enhanced desirability. The recent launch of LV Crayon is already expanding the offering, while the House’s digital services for clients include virtual try-on and personalization, as well as AI-assisted shade matching.
Beauty as a New Gateway
At the same time, the beauty line is increasingly connecting with the House’s other creative dimensions. To mark the 130th anniversary of the Monogram, Pat McGrath and Nicolas Ghesquière created the line’s first collaboration, with two capsules, Monogram Infrarouge and Monogram Dune, bringing together makeup, small leather goods and accessories.
The next step therefore appears to be taking shape: expanding the beauty offering to make it an increasingly powerful and attractive gateway into the exclusive Louis Vuitton universe.
Key Points:
- Louis Vuitton is celebrating one year of beauty with a Vivienne dedicated to British makeup artist Pat McGrath.
- The House is focusing on ultra-luxury, refillable objects and personalization.
- Beauty is gradually becoming integrated into Louis Vuitton’s other creative universes.
- Louis Vuitton is celebrating one year of beauty with a Vivienne dedicated to British makeup artist Pat McGrath.
- The House is focusing on ultra-luxury, refillable objects and personalization.
- Beauty is gradually becoming integrated into Louis Vuitton’s other creative universes.
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