Can Louis Vuitton win in beauty?

Louis Vuitton is stepping into the makeup arena at last. The brand has snapped up one of the industry’s most avant-garde makeup artists, Pat McGrath, as its creative director of cosmetics to take on one of the most competitive luxury markets: beauty.

On Wednesday, Louis Vuitton announced the upcoming launch of its makeup line, La Beauté Louis Vuitton, slated to debut in Autumn 2025. “La Beauté Louis Vuitton is a natural business evolution, driven by our meticulous attention to quality, formula and innovation. 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,” said Pietro Beccari, Louis Vuitton chairman and CEO, in a statement.

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