The Future of Louis Vuitton: What The Luxury Brand is Up Against in the Beauty Market?

  Photo: @louisvuitton/@patmcgrathreal (Instagram)

Known for their Speedy travel bag and iconic Monogram, Louis Vuitton has worked nearly 100 years in fragrances and statement handbags. Under the reign of Marc Jacobs, the brand saw seasons of success, colourful patterns and high-profile collaborations. This year, they have decided to add a new category to their portfolio. Coming this Fall, Louis Vuitton is set to launch their first ever cosmetics line - La Beauté Louis Vuitton. 

Just five days before the anticipated reveal of their Fall/Winter 2025 collection ‘Escape’, a journey of transparent coats and red plaid, Louis Vuitton took to Instagram to share the delightful news. The maison is officially stepping into color cosmetics! The inaugural collection will include 55 lipsticks, 10 tinted-lip balms and 8 eye palettes. La Beauté Louis Vuitton will be led into battle by none other than the legendary, Dame Pat McGrath. 

Like a fairy godmother, Pat McGrath is the invisible helping hand of the beauty and fashion industry. For over two decades, she has worked behind-the-scenes at many fashion shows like Prada, Miu Miu and Louis Vuitton. Over the years, McGrath has turned numerous runway shows into a sensation. A little bit of her magic goes a long way as she is known for her glittery, smokey eyes and feathered lashes. 

 “Working backstage for over 20 years at the Louis Vuitton fashion shows, I am thrilled to now play such a key role in the launch of La Beauté Louis Vuitton, which is the result of extraordinary craftmanship, creativity and innovation.” McGrath, shared

   Photo: @louisvuitton/@patmcgrathreal (Instagram)

Knighted Dame by the late Queen Elizabeth II, there is no one more suited to take on the role of creative director. Just look at McGrath’s own beauty line. The mother of makeup launched her makeup brand back in 2015 called ‘Pat McGrath Labs’. With a delicious range of sublime foundations, dewy highlighters and balm duos, it’s no wonder Louis Vuitton asked her to step in as the creative force. 

Many luxury brands, like YSL and Dior, are established in the makeup game. We wouldn’t be having this conversation without YSL’s liquid matte lipsticks or Dior’s flushed face palettes. Louis Vuitton, however, has just entered the chat - ready to introduce makeup lovers to a whole new meaning of beauty. As we wait for the arrival of La Beauté, let’s reminisce over some of luxury beauty’s bests.  

1. Chanel’s Rouge Allure Laque

 Photo: chanel.com

A notable product from Chanel’s beauty line, that we are sure everyone’s grandmother had, is their multi-effect quadra, an eyeshadow palette with four ombres. But for the Gen Z market, many beauty fanatics love Chanel’s ‘Rouge Allure Laque’.

This shiny, liquid lip colour comes in 20 shades and promises to deliver up to 12 hours of hydration and softness. A compliment to the gloss is the ‘Le Roge Duo Ultra Tenue’, a dual lipstick combining a velvet matte and ultrawear shine into one on-the-go container.

2. Dior’s Backstage Glow Face Palette

 Photo: dior.co.za

Between Dior’s Lip Glow Oil and Backstage Face Palette, it was tricky to pick one legendary product from the French powerhouse. Nonetheless, for the sake of this article, let’s look at Dior’s multi-use face palette.

If you’re looking for something to enhance your glow, this illuminating palette is the perfect buy. A set of blushes and highlighters in four different shades, Dior’s universal palette is the most popular, but currently sold out on Chanel’s South African website.

3. Gucci’s Poudre De Beauté Éclat Soleil Bronzer

Photo: gucci.com

When it comes to packaging, Gucci has it covered! The luxe brand is constantly re-designing their beauty containers with gorgeous, new casings. The ‘Eclat Soleil’ bronzer, for example, is a turquoise compact with a gold, decorative rim. The packaging is so chic! If you’re looking for a warm, pigmented bronzer with a tiny, built-in brush, Gucci’s bronzing powder is the way to go. Insiders have said that this is the most underrated bronzer on the market.  

4. YSL’s Loveshine Lip Oil Gloss

 Photo: yslbeauty.ca

Anything that Dua Lipa wears, we want – and it just so happens that she is a YSL girly. The brand’s beauty line is impeccable, selling a range of foundations and tints that are to die for. But in the spirit of lipsticks and lip balms, Yves Saint Laurent’s ‘Love Shine’ collection is not just a colour for your lip but a luscious treatment.

Infused with pepper oils and ginger, this lip care aims to give your lips that glassy, plumped finish. The gloss is available in 10 shades, most of which are nude pinks or lavender purples. 

5. Tom Ford’s Shade and Illuminate Contour Duo

   Photo: tomfordbeauty.com

Hailey Bieber once said that if you’re looking for a sun-kissed, dewy palette, then Tom Ford’s Shade and Illuminate Contour Duo is the way to go. Okay – she didn’t actually say that, but this palette was part of her ‘5-Step Guide to Faking California Glow’ on Vogue’s Beauty Secrets.

What’s exhilarating about this contour set is its creamy texture, and buildable formula. It allows you to adjust your chiselled jaw and create soft shadows that are right for you.  

6. Hourglass’ Vanish Seamless Finish Foundation Stick

 Photo: hourglasscosmetics.com

Although Hourglass is solely a cosmetics brand, when Louis Vuitton decides to expand to foundations and concealers, we hope to see something as neat as Hourglass’ Seamless Finish Foundation Stick.

This long-lasting foundation stick is not only full-coverage but makes your skin feel like butter. It conceals all those dark-spots and orange-y pigments so that your foundation looks flawless and seamless.

7. Givenchy’s Le Rouge Deep Velvet Matte Lipstick.

  Photo: hourglasscosmetics.com

Another luxe brand with beautiful packaging is Givenchy’s Velvet Matte Lipsticks. Sealed in a velvet case, the brand paid the right amount of attention to detail by embossing their logo on the center of the lipstick.

With up to 12 hours of long-wear colour, Givenchy’s matte lipstick is said to glide onto your lips like cream. The colours in the collection are vibrant, versatile, and work perfectly on many skin tones. ‘Le Rouge’ has an intense, powdery pigment that is hydrating and smudge-proof. 

We are counting down the days until La Beaute’s release. With our fingers crossed, we are hoping to get our hands on Louis Vuitton’s newest products to add it to our makeup bags. In the meantime, try out some of the best that luxury beauty has to offer. We promise you, it won’t disappoint!