Louis Vuitton debuts La Beauté with Hoyeon and Dame Pat McGrath

Louis Vuitton proudly presents the inaugural campaign for La Beauté Louis Vuitton, marking the official debut of its first-ever makeup collection. Conceived under the creative direction of Dame Pat McGrath, the Maison’s newly appointed Cosmetics Creative Director, the campaign introduces a bold and visionary approach to beauty.

Captured through the lens of legendary photographer Steven Meisel and directed by Damien Krisl, the campaign stars House Ambassador Hoyeon, the acclaimed Korean actress and model, alongside Ida Heiner, Chu Wong, and Awar Odhiang. Together, they embody Louis Vuitton’s evolving vision of femininity, strength, and modern elegance.

Set against dreamlike landscapes — from crimson-hued deserts to pastel-pink lakes — the campaign blurs the line between reality and fantasy. It serves as a visual invitation into the world of La Beauté, where beauty is not just a product but a lifestyle, an experience, and a form of artistic expression.

At the heart of this debut collection:

LV Rouge: 55 expressive lipstick shades, crafted with precision and intensity.

LV Baume: 10 luminous lip balm tints for a radiant, natural finish.

LV Ombres: 8 chromatic eyeshadow palettes offering rich pigment and harmonious blends.

All products are thoughtfully formulated with high-quality ingredients and encased in sustainable, refillable packaging designed by Konstantin Grcic. Each object draws inspiration from Louis Vuitton’s heritage in fine craftsmanship and trunk-making artistry — elevated with the signature avant-garde touch of Pat McGrath.

This milestone launch sets a new benchmark for luxury beauty, seamlessly merging heritage with innovation.

The campaign debuts on Louis Vuitton’s global digital platforms on August 20, with print insertions launching the same day in China and globally on August 29.