Heritage Awakened: Louis Vuitton and Pat McGrath Reinvent Beauty as Legacy

Photos Disclosure Louis Vuitton

Louis Vuitton makes a bold move with the debut of its first-ever makeup collection, La Beauté Louis Vuitton, under the creative direction of legendary Dame Pat McGrath. In a synergy that bridges heritage and innovation, the Maison translates its century-old codes into coveted objects of beauty that transcend cosmetics — becoming symbols of art, luxury, and memory.

The campaign, fronted by House Ambassador Hoyeon, brings this vision to life. At its center is the standout 896 Monogram Rouge, a burnished, fiery red lipstick that fuses the strength of the Monogram canvas with the timeless sophistication of classic femininity.

Pat McGrath’s Vision

The iconic makeup artist speaks of freedom, diversity, and the emotional power of beauty.

“La Beauté Louis Vuitton is my gift of freedom… I want to make sure everybody is completely happy. It is not one nude that works for all. No.” – Pat McGrath

“I have been creating makeup looks for Louis Vuitton for many years. We have a shared vision of beauty and collaborate in a way that feels entirely natural.” – Pat McGrath

And when it comes to the purpose behind the line, her words capture its essence:

“The objective was to create products that you would never want to let go of — a versatile colour wardrobe designed to suit every moment, mood and occasion.” – Pat McGrath

The Collection’s Icons

• LV Rouge: 55 luxurious lipsticks in satin and matte finishes, enriched with shea butter, hyaluronic acid, and recycled floral waxes.

• LV Ombres: 8 eyeshadow palettes blending three timeless neutrals with one bold accent shade.

• LV Baume: 10 translucent balms that bring hydration with a subtle wash of color.

Each product is refillable, affirming Louis Vuitton’s commitment to sustainable luxury.

Packaging as an Heirloom

Designed by Konstantin Grcic, the refillable packaging elevates beauty into artistry. A magnetic clasp inspired by the Monogram flower nods to the Maison’s travel heritage, transforming every piece into a collectible object.

Why Heritage Awakened Matters

This is more than a collection — it’s a manifesto. By merging the audacity of a classic red lipstick with the rich brown tones of Louis Vuitton’s iconic canvas, Heritage Awakened declares that beauty, like fashion, can be timeless, fearless, and built to carry legacy forward.