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Louis Vuitton is set to make a splash in the competitive beauty market in 2025 with the launch of its first lipstick line.

With a focus on Generation Z and a bid to revive declining revenues in Asia, particularly China, the French luxury brand is expanding into beauty. This marks a significant shift in focus from its iconic monogrammed leather goods to appealing to young Asian consumers with high-end beauty products.

While rivals like Dior and Gucci are pricing their lipsticks below $50 and Hermès is pricing its products between $75 and $90, Louis Vuitton is aiming to break the €100 mark, making its lipstick the most expensive on the market. According to Glitz, Louis Vuitton is actively seeking retail space of 50 to 60 square meters in department stores across East Asia to launch the collection, which is expected to sell out quickly.

“Louis Vuitton wants to attract Generation Z, born between 1997 and 2012, who, along with millennials, will represent 75% of luxury buyers by 2026,” says the source. “This demographic is particularly drawn to cosmetics, which are seen as a symbol of access to luxury.”

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