Louis Vuitton’s new beauty collection, created in collaboration with makeup artist Pat McGrath was more than just a brand extension. It was a cultural revolution on “beauty”. Why did the introduction of luxury products in a market dominated with “fast beauty” cause such a stir? Does this mean the beauty industry is experiencing luxury renaissances?
Pat McGrath is the creative director of Louis Vuitton’s La Beaute Series, which is expected to be released by the fall 2025. McGrath, who has worked behind the scene of Louis Vuitton’s fashion shows for over 20 years, is now the creative director. Her new role brings not only technical support but also a fresh interpretation of beauty. The luxury beauty market will grow by 28% in 2024. Consumers’ searches for “luxury experience” are up 45%. This trend could be a sign that beauty is not just a product for everyday use, but rather a status symbol.
Pat McGrath stated that La Beaute was not just a series of beauty products, but rather a “luxury universe of beauty”. Does this shift from product to “experience” blur the line between “beauty and art”? In 2024, data shows that consumers’ interest in an “immersive experience” will increase by 38%. The number of discussions about “beauty” art on social media will also exceed 5 million. Is Louis Vuitton leading the beauty industry to a new era when it redefines beauty through luxury?
When Louis Vuitton redefines luxury as beauty, it’s not just selling products. It’s also declaring beauty is an attitude, a culture, and an identity.
“When Louis Vuitton redefines luxury with beauty, beauty is not a consumer product but a way to communicate with the rest of the world. “
