Texas Am Aggies Collie Shirt
The collection will include 55 lipsticks, 10 lip balms and eight eyeshadow palettes, alongside a range of dedicated small leather goods, in the form of lipstick cases and a miniature trunk. The move cements LVMH’s ambitions to expand its beauty footprint. But in a market where players like Dior, Chanel and Hermès have long set the luxury beauty standard — and the makeup category slows — how will Louis Vuitton carve out a distinctive position? Louis Vuitton’s long-awaited beauty expansion hits a market sweet spot, capitalising on the fallout from the luxury slowdown and price hikes that have alienated aspirational customers. “Aspirational customers have been wiped out by pricing and now they can come back to the brand, like we’ve seen with Zendaya’s Murakami collection, and it’ll be super compelling, joyful and well priced,” says Erwan Rambourg, global head of consumer and retail research at HSBC. For Rambourg, beauty allows Louis Vuitton to flex its democratic luxury positioning — offering bespoke bags at Hermès-level price points while engaging a younger, not necessarily ultra-wealthy audience with sneakers, fragrances and now cosmetics. “The move rebuilds a crucial stepping stone for aspirational consumers,” he says. Louis Vuitton has a distinct niche that bodes well for La Beauté. “We’ll never know how much makeup will account for Louis Vuitton,” Rambourg says — LVMH does not break out sales for LV, but HSBC estimates the brand is close to €22 billion in global sales for fiscal 2024. “But at least it creates buzz. It creates what has been missing in luxury for the past 18 months, notably in the US, which is traffic. People queue at Louis Vuitton and it’s not artificial queues, there’s a buzz there and that’ll serve the makeup expansion.”Texas Am Aggies Collie Shirt
But is it a late entry? While Chanel, Dior, and Hermès have already carved out space in the beauty industry, Lisa Payne, head of beauty trends at intelligence firm Stylus, sees the 2025 launch as a savvy play. “They’ve let other brands build the hype, and now they can capitalise on peak designer beauty fever,” she says. Beyond timing, Louis Vuitton has honed two distinct market advantages: collectable beauty and creative expertise. “The brand is feeding into the growing ‘heirloom-ification’ trend — think refillable lipsticks and compacts so exquisitely designed they become generational keepsakes,” says Payne. This fusion of heritage and innovation, still underexplored by competitors, positions La Beauté as both a luxury indulgence and a soon-to-be heirloom.
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