Louis Vuitton launched La Beauté with Dame Pat McGrath as creative director, offering $160 lipsticks, $250 four-shade eyeshadow palettes, and accessories up to $2,990. Packaging features LV-imprinted bullets and monogrambed accessories, positioning the collection at a higher price point than Chanel, Dior, or Hermès. The launch arrives during a broader luxury slowdown that has affected LVMH, with revenue down 4% in the first half of 2025. Consumer behavior shows caution overall, but some shoppers continue to splurge on trendy, indulgent items and smaller luxuries during economic uncertainty, invoking the "lipstick index" concept.
So what is the likelihood of success when a brand launches a $160 lipstick in this economy? We may soon find out, thanks to Louis Vuitton's new La Beauté line, launched this month with Dame Pat McGrath as its creative director. The acclaimed British makeup artist was dubbed one of the most influential people in the world by Time in 2019, and her own makeup brand, Pat McGrath Labs, was once valued at over $1 billion.
The line officially launched Friday and includes $160 lipsticks and lip balms, $250 eyeshadow pallets, each with four shades, and a line of accessories ranging from a $2,990 mini Louis Vuitton trunk that holds exactly one lipstick to an $870 vanity case that holds, paradoxically, four more. The products look as gorgeous as one would expect from the iconic French fashion house. Lipstick cases and the actual bullet are imprinted with the LV logo, while the accessories are emblazoned with the brand's iconic monogram pattern.
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