Louis Vuitton Launches First Beauty Collection in Seoul

Louis Vuitton unveiled its first-ever beauty line, La Beauté Louis Vuitton, in Seoul . (Image courtesy of Yonhap)

SEOUL, Aug. 29 (Korea Bizwire) — Louis Vuitton unveiled its first-ever beauty line, La Beauté Louis Vuitton, in Seoul on Friday, marking the global debut of the French luxury house’s long-awaited entry into cosmetics.

The collection, comprising 55 shades of lipstick, 10 tinted balms and four eye shadow palettes, was presented at a pop-up store in the city’s upscale Gangnam district. The space, opening officially Sept. 1, will be the world’s first permanent location for the brand’s beauty products, followed only by New York’s SoHo later this year.

The lipsticks — priced at 230,000 won ($170) for a 3-gram tube — feature formulations derived from upcycled rose, jasmine and mimosa waxes blended with shea butter and hyaluronic acid. Balms are offered in 10 shades, while eye palettes retail for 360,000 won, with refills at 130,000 won.

Products from Louis Vuitton’s first beauty collection La Beauté Louis Vuitton are displayed at a pop-up store in Louis Vuitton Seoul Dosan, Gangnam District, Seoul, on August 29. (Yonhap)

Louis Vuitton’s pricing far exceeds competitors. Lipsticks from Hermès retail around 100,000 won, while Chanel and Dior products generally fall in the 50,000–60,000 won range, making Vuitton’s products up to four times more expensive.

The collection also includes signature monogram cases, pouches and a trunk-inspired lipstick case priced at 4.19 million won ($3,070).

The pop-up store adds experiential elements, including a virtual try-on station, makeup bars, and a dessert café on the third floor created in collaboration with Seoul pâtisserie Notredame, featuring pastries and drinks inspired by the collection’s six standout lip shades.

Louis Vuitton, which pioneered monogrammed trunks and leather goods in the 19th century, is betting its beauty line will extend its aura of exclusivity into the cosmetics world. The products are manufactured by Dior, a fellow house within parent group LVMH.

Ashley Song (ashley@koreabizwire.com) 

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