Louis Vuitton has launched its inaugural La Beauté campaign, marking the brand’s entry into the beauty arena under the artistic guidance of Dame Pat McGrath.
Captured by photographer Steven Meisel and directed by Damien Krisl, the campaign features House Ambassador Hoyeon, along with models Ida Heiner, Chu Wong, and Awar Odhiang. The imagery, set against surreal desert landscapes and soft pastel backgrounds, embodies Louis Vuitton’s fresh interpretation of beauty, where luxury, artistry, and lifestyle intertwine.
The initial collection presents 55 distinct shades of LV Rouge lipsticks, 10 glowing LV Baume lip balms, and 8 LV Ombres eyeshadow palettes. Each product is housed in refillable packaging designed by Konstantin Grcic, which elegantly combines Vuitton’s heritage in trunk-making with McGrath’s contemporary and innovative style.
La Beauté Louis Vuitton is set to launch exclusively in China on August 20, 2025. A wider global release will follow on August 29 in select stores as well as on louisvuitton.com, with worldwide pre-orders beginning on August 25.
