What: Louis Vuitton enters the cosmetics market with 73 new products and Pat McGrath as creative director, marking a significant expansion of its beauty portfolio.

Why it is important: The launch represents a strategic expansion into the growing luxury beauty sector, leveraging controlled distribution and experiential retail to maintain brand exclusivity.

Louis Vuitton's entry into colour cosmetics marks a significant milestone in luxury beauty retail, with the appointment of Pat McGrath as the house's first cosmetics creative director. The initial collection, comprising 55 lipsticks, 10 lip balms, and eight eye palettes, represents nearly four years of research and development focused on innovative formulations and performance. The brand's chairman Pietro Beccari emphasises their commitment to excellence, highlighting unique packaging and carrying cases that will form part of a broader lifestyle beauty experience. The controlled distribution strategy, launching in 116 doors during the first year, mirrors their successful approach to fragrance retail. This strategic expansion demonstrates their long-term vision for category development.

IADS Notes: Louis Vuitton's strategic entry into beauty retail mirrors broader transformations in the luxury beauty landscape. As seen in November 2024, when major department stores revamped their beauty counters with experiential features and innovative layouts, luxury brands are increasingly focused on creating immersive retail experiences. Louis Vuitton's decision to launch through 116 carefully selected doors aligns with this industry shift towards more controlled, experiential beauty retail environments, while their emphasis on unique packaging and lifestyle beauty experiences echoes the broader market's move towards creating distinctive, immersive shopping experiences.

Louis Vuitton to launch makeup, onboarding Pat McGrath