Louis Vuitton Opens La Beauté Pop-Up in Seoul’s Gangnam District

Louis Vuitton opened its first La Beauté Louis Vuitton pop-up store in Seoul’s Gangnam District on September 1, 2025, marking the French luxury brand’s entry into the beauty product sector. The three-story shop is designed to combine immersive retail experiences with the debut of the company’s inaugural beauty line.

The opening comes as global demand for K-beauty products continues to rise, making Seoul a strategic launch location. The store introduces Louis Vuitton’s first comprehensive cosmetics collection under the creative direction of British makeup artist Dame Pat McGrath, who described the line as the “fruit of craftsmanship and innovation.”

Inside the Seoul pop-up store

The first floor of the Gangnam pop-up features a virtual test zone and a “Key Look” experience area, positioned alongside displays of the products available for purchase. The second floor includes a vanity trunk and makeup station, inspired by Louis Vuitton’s history as a luggage maker dating back to 1854, as well as a perfume counter and lounge space. The top floor houses a café that offers beverages and desserts, extending the brand’s experiential retail strategy into lifestyle services.

La Beauté Louis Vuitton’s products range from lipsticks and balms to eyeshadow palettes, presented in packaging developed with a focus on craftsmanship and refillability. The makeup stations and vanity trunks highlight Louis Vuitton’s longstanding design traditions, linking its legacy in travel accessories with its new foray into luxury beauty.

Debut collection and design

The inaugural collection includes 55 lipsticks, 10 lip balms and 8 eyeshadow palettes, with packaging designed by German industrial designer Konstantin Grcic. All items are refillable, reflecting the brand’s commitment to sustainability in line with broader luxury sector trends. Louis Vuitton positions the collection as an extension of its heritage, combining artistry with functionality.

McGrath, one of the most influential figures in global beauty, has overseen the development of the line and its creative identity. “This collection will open a new dimension for luxury beauty,” said Dame Pat McGrath, Creative Director of La Beauté Louis Vuitton. Her role is intended to ensure credibility and relevance in a competitive sector dominated by established cosmetics houses.

Strategic expansion into beauty

The pop-up launch underscores Louis Vuitton’s intention to diversify its portfolio beyond fashion, leather goods and fragrance. Industry analysts note that South Korea’s status as a global hub for beauty innovation, combined with strong local consumer appetite for high-end cosmetics, makes Seoul a key test market for luxury beauty ventures. By selecting Gangnam for the opening, Louis Vuitton aligns its expansion with one of the city’s most prominent luxury retail districts.

The experiential design of the store is consistent with Louis Vuitton’s retail strategy of integrating lifestyle and cultural touchpoints into its brand spaces. Previous flagships around the world have combined fashion and architecture, while the Seoul pop-up introduces an immersive approach centered on beauty. The addition of a café on the top floor broadens the appeal for visitors, offering both shopping and leisure elements.

Louis Vuitton has not announced whether the Seoul pop-up will transition into a permanent beauty flagship or expand to other markets. For now, the brand’s first cosmetics line and its retail showcase in Seoul represent a significant step in its efforts to merge luxury fashion heritage with the fast-growing global beauty market.

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