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Home » Blog » Louis Vuitton enters makeup world with Pat McGrath: Here’s what to expect
Beauty cosmetics

Louis Vuitton enters makeup world with Pat McGrath: Here’s what to expect

Sophia Turner
Sophia Turner
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If you’re a beauty enthusiast‭, ‬you’ve likely come across Pat McGrath Labs‭. ‬If not‭, ‬it’s understandable‭, ‬given that McGrath shies away from heavy marketing or citywide pop-ups like many beauty brands‭. ‬Instead‭, ‬her reputation alone propels her brand‭. ‬Launched in 2015‭, ‬Pat McGrath Labs quickly rose to fame for its high quality products and bold‭, ‬creative aesthetics‭, ‬celebrated for their rich pigmentation and longevity‭.  ‬

For the past 20‭ ‬years‭, ‬life has been hectic for McGrath juggling three main responsibilities‭ ‬—‭ ‬her eponymous brand PatMcGrath Labs‭, ‬creating backstage beauty looks for fashion weeks‭, ‬and formulating beauty lines for equally well known luxury labels such as Armani‭, ‬Dolce‭ & ‬Gabbana‭, ‬and Gucci Beauty‭. ‬

It’s great and much-awaited news for the beauty industry and beauty consumers to hear that French couturier Louis Vuitton is launching its first‭, ‬much anticipated venture into make-up‭ ‬–‭ ‬La Beauté Louis Vuitton‭ ‬–‭ ‬with McGrath at the helm‭. ‬Stepping into the newly-created role of creative director of cosmetics at the house‭, ‬McGrath has been‭ ‬working on this special launch for the past four years‭. ‬In a dialogue between Nicholas Ghesquière and McGrath‭, ‬she reveals that‭ ‬her love for make-up was ignited by her mum‭, ‬“This starts for me as a child‭. ‬My mum would force me to go and shop for make-up with her‭. ‬We had a routine and it ended up being‭ ‬what I love doing‭. ‬We’d start by looking at the‭ ‬Vogue‭ ‬patterns‭. ‬I’d have to go and look at all the patterns with her‮…‬‭ ‬I was crying‭, ‬I didn’t want to do it‭.‬”‭ ‬she continues‭. ‬“So my whole life was this‭. ‬Every week‭. ‬Going to look at the patterns‭, ‬going to look for the right fabric‭, ‬going to look for the‭ ‬makeup‭. ‬And most importantly‭, ‬looking for pigments that were right for our skin colour‭. ‬I was the youngest one and had to do it‭.‬‭ ‬Back then there were not too many pigments‭, ‬they didn’t exist‭.‬”‭ ‬she continues‭. ‬“My whole room‭, ‬wardrobe and eventually life became a mood board‭. ‬I have been doing this since I was five‭. ‬Now this is my safe space‭.‬”‭ ‬

Pat McGrath’s ascent to becoming a dame is not just about her skill with a makeup brush but also her strategic collaborations that have redefined fashion runways and broadened the horizons of beauty‭. (‬She is also the only makeup artist to have received the title of‭ ‬‘Dame’‭ ‬from the late Queen Elizabeth II in 2021‭.) ‬Among her most famous collaborations‭, ‬her work with Prada stands out‭. ‬McGrath has been the key makeup artist for Prada’s runway shows for many years‭, ‬setting beauty trends that resonate well beyond the fashion elite‭. ‬Her ability to create looks that complement Prada’s aesthetic while pushing the boundaries of mainstream makeup has been nothing short of revolutionary‭. ‬

Answering the obvious question‭, ‬can both the brands co-exist‭? ‬Pat reveals in a global exclusive to Vogue‭, ‬“Of course‭! ‬La Beauté Louis Vuitton is the absolute highest level of craftsmanship‭. ‬With product development‭, ‬I have always been‭ ‬obsessed with the smallest details and the perfection needed in product texture‭… ‬the precise application methods‭, ‬just the right amount of pigment payoff‭, ‬and how products should make you feel‭,‬”‭ ‬she says‭. ‬

“Pushing boundaries in formula innovation and sensory exploration is part of my own brand’s DNA‭. ‬It can really lead to groundbreaking results and this new venture is no different‭.‬”‭ ‬

Louis Vuitton may not have a beauty and skincare line as of now‭, ‬but it launched the perfume line‭, ‬‘Les Parfums Louis Vuitton’‭ ‬in September 2016‭. ‬This marked the brand’s significant entry into the fragrance market under the expertise of master perfumer Jacques Cavallier Belletrud‭. ‬The launch reintroduced Louis Vuitton into the perfume industry after a long hiatus‭, ‬with the brand having released its last scent in the early 20th century‭. ‬The 2016‭ ‬collection featured a range of seven fragrances‭, ‬each designed to convey a journey and evoke emotions related to travel and exploration‭, ‬themes deeply ingrained in Louis Vuitton’s heritage‭. ‬

Creating collectibles‭ ‬

Set to debut in 115‭ ‬stores globally‭, ‬La Beauté Louis Vuitton will redefine luxury beauty standards‭. ‬For those of us who cherish‭ ‬every detail in our makeup‭, ‬from the pigment to the packaging‭, ‬this launch is not just exciting‭ ‬—‭ ‬it is said to be monumental‭. ‬As a fashion journalist witnessing this historic moment‭, ‬I can’t help but feel that we’re on the cusp of a new era in beauty‭, ‬where heritage will meet modern beauty expectations from its customers‭. ‬But what will truly set this launch apart are the bespoke leather goods designed to encase these beauties‭ ‬—‭ ‬lipstick cases and miniature trunks that echo the maison’s iconic luggage pieces‭. ‬These aren’t designed to be only makeup products‭; ‬they’re collectibles‭, ‬each imbued with the history and artistry of Louis Vuitton‭. ‬

And while the exact shades and packaging have yet to be revealed‭, ‬McGrath lets us know that the LV signatures are very much present‭, ‬and they will go beyond being inspired by the house’s iconic vanity cases and trunks‭. ‬“It’s about the art of living‭,‬”‭ ‬she explains‭. ‬“It’s the textures of the leathers‭, ‬the colours from the collections‭, ‬the codes of the house‭ ‬–‭ ‬these have all been springboards to the imagination and every detail has been considered with the same level of artistry as the‭ ‬maison’s most legendary creations‭.‬”‭ ‬

It’s safe to say that we can expect to cherish each piece as an heirloom‭, ‬just as we would a Louis Vuitton trunk‭, ‬a handbag or a piece from its ready-to-wear collection‭. ‬

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