Pat McGrath, the iconic make-up artist who’s known for (arguably) the most viral beauty look ever, has been named the new Creative Director over Louis Vuitton‘s foray into beauty, La Beauté Louis Vuitton.
“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 craftsmanship, creativity and innovation,” said McGrath in a statement. “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.”
Per WWD, Vuitton’s beauty expansion has been in development over the past four years. “It’s very refined, very elevated,” she indicated.
The outlet noted that the initial product range will include 55 lipsticks, 10 lip balms and eight eye palettes. It is set to launch this fall.
Pietro Beccari, Vuitton chairman and chief executive officer, teased the distinct packaging — which will include carrying cases and more — as a “lifestyle beauty experience that extends beyond product.”
He also noted, “We took the time to develop incredible ranges, and new formulas. We like to come with something never seen before in terms of performance, in terms of long-lastingness, and in terms of colors.”
The collection is remaining under wraps as McGrath further hinted to WWD, “It’s a beautiful collection. You will love it!”
With La Beauté Louis Vuitton, Beccari shared, “We allow ourselves to do something never seen before, investing in the formulas, investing in innovation, and doing something that probably others cannot afford to do in terms of formulas, but also in terms of packaging innovation. We really made sure that we have the best, state of the art, with the best creative director in Pat.”
The debut collection is only the beginning, as Beccari revealed that “many more launches” will come “in the next five years, covering all categories.”
“Entering new categories is about being present wherever the client goes, and beauty is part of the life of every woman,” he stated.
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