Louis Vuitton — no longer content to produce merely handbags, clothes, watches, jewellery, shoes, perfumes and chocolate — will soon introduce a new category, or “métier”: cosmetics. Luxury’s largest brand by revenues,

This is just the beginning,” McGrath tells Vogue mischievously. “We are setting a new standard in luxury beauty.”

Today (5 March 2025) Louis Vuitton has revealed it will launch a make-up line, with Pat McGrath as its creative director. The new métier will be called La Beauté Louis Vuitton.