La Beauté Louis Vuitton Will Be Launched This Autumn Under The Direction Of Pat McGrath

Pat McGrath, one of the most influential make-up artists in the fashion world, was called upon by the LVMH group to define the creative lines of the La Beauté Louis Vuitton division. Under her aegis, the monogrammed brand is securing a strong and strategic presence in the highly profitable world of beauty. For over 25 years, Pat McGrath has been designing and creating the beauty looks for over 60 ready-to-wear and haute couture fashion shows in Milan, Paris, London and New York for the world's most prestigious luxury brands and designers. In 2015, she launched her own girly-look cosmetics brand, Pat McGrath Labs, which became the best-selling beauty brand in the history of Selfridges with its in-store launch in April 2019, and whose turnover reached 1.8 billion dollars in 2024.

About Louis Vuitton Beauty, she says: ‘After working behind the scenes at Louis Vuitton fashion shows for more than 20 years, I am delighted to now play such an important role in the launch of Louis Vuitton Beauty, which is the result of extraordinary expertise, creativity and innovation.’

Louis Vuitton's expansion into the cosmetics sector is part of a global diversification strategy that all the major groups have also adopted, from Prada to Hermès, from Kering to Richemont. Pietro Beccari, Chairman and CEO of Louis Vuitton, said in the official press release: ‘Louis Vuitton Beauty is a natural evolution of our business, driven by our meticulous attention to quality, formulas and innovation. Thanks to this new universe, we have the opportunity to accompany our customers more in their daily lives with determination and pleasure, while continuing to celebrate our creativity and our heritage.’

In March 2023, LVMH appointed Stéphane Rinderknecht as CEO of the beauty segment, a man with extensive experience in the sector, having spent more than 20 years of his career at L'Oréal. His transfer to LVMH had been the subject of a legal battle between the two groups, which LVMH won on appeal.

The launch of the beauty line comes at a time of slowing demand for luxury goods, but the cosmetics segment remains buoyant. In 2024, LVMH's Perfumes and Cosmetics division recorded organic sales growth of +4% to 8.4 billion euros, while other divisions recorded significant declines, such as Wines and Spirits, which fell by -8%. It is therefore logical to see the LVMH group aiming to conquer market share in the beauty sector with Louis Vuitton, whose international clout is colossal.