A Wren Says

Continuing the trend, Louis Vuitton is the latest luxury brand to enter the beauty category. The products, expected to include lip balms, lipsticks, and eyeshadows, are set to release in autumn 2025. (Side question: I wonder if this will coincide with Paris Fashion Week?).

The brand has tapped Pat McGrath as the beauty director to lead the charge. Pat McGrath,  the creative behind her own eponymous brand, is also known for the viral porcelain skin moment at the Martin Margiela couture show in 2024.

For me, I am excited to see what is coming, but I am also more curious as to discover why enter the category at all. With the number of releases of late, including entries from Dolce & Gabanna, Prada, Rabanne, to name a few, is the category not starting to seem a bit crowded? By guess is that this direction is not to necessarily to compete with the other brands but with the overall luxury slowdown.

Of late, many brands (except Hermes) have been experiencing stagnant and dropping sales. The beauty category, even if lipsticks cost $60, is a much more attainable way in. For those who can’t and may never be able to afford a bag or ready to wear, buying luxury makeup allows them to engage with the brand. And it helps LV capture a market they wouldn’t be able to tap otherwise. It’s affordable luxury, that provides an entry point to the brand, without reducing the prestige associated with their other goods.

I will stay tuned to see what releases come in later this year.