Louis Vuitton is launching La Beauté Louis Vuitton with Dame Pat McGrath as its first creative director of cosmetics.

The makeup collection will initially launch with 55 lipsticks, 10 lip balms and eight eye palettes. "Working backstage for over 20 years at 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," says McGrath.

"The beauty universe is about so much more than just product, and what we are creating here will unlock a new level in luxury beauty.”

McGrath will continue to oversee her own make-up brand, Pat McGrath Labs, which she launched in 2015 with great success. The LVMH structure for La Beauté Louis Vuitton mirrors the one in place with Guerlain’s Violette Serrat.

Pat McGrath Innovation Award

In September 2024, Fast Company named Pat McGrath as one of the 10 most innovative people in the last 10 years.

McGrath launched her eponymous beauty collection in 2015, including the word ‘Labs’ as a major innovation signal. Her move to establish a beauty collection in 2017 led to private equity firm Eurazeo Brands investing $60 million a year later, bringing Pat McGrath Labs’ valuation then to $1 billion. That stake was sold in 2021, with Fast Company reporting that the brand has cooled in recent years, as more brands enter the universe of beauty brands.

The revered leader in the beauty industry received a WSJ Innovators Award in 2013. This WSJ video of McGrath’s work in fashion highlights her tremendous impact on the fashion industry at that time.