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Louis Vuitton has unveiled its first modern makeup collection, La Beauté Louis Vuitton, created in collaboration with legendary makeup artist Pat McGrath, first announced in March. The line includes 55 lipsticks and 10 lip balms priced at $160 each, along with eight eyeshadow palettes at $250, reports Business of Fashion.

The collection will launch in China on August 20, with a global digital presale on August 25, and will be available online and in select Louis Vuitton boutiques worldwide from August 29.

Luxury is at the heart of the line, with packaging incorporating signature Monogram and Damier motifs, designed by industrial designer Konstantin Grcic, renowned for his conceptual furniture creations. Refills for lipsticks cost $69, while eyeshadow refills are $92. Small leather accessories, including a lipstick case and blotting paper wallet, will also be available.

Ingredients are equally luxurious: the eyeshadows contain camellia oil, and the lip balms use recycled mimosa wax from the French region of Grasse.

At $160 per lipstick or balm, the price nearly doubles Hermès’ Silky Lipstick ($80) released in 2020 and significantly exceeds Clé de Peau Beauté The Precious Lipstick ($113). By comparison, Dior released a special lipstick for $500, and Guerlain offered a limited fragrance for $27,000. Existing Louis Vuitton perfumes start at $350, with the ultra-premium Les Extraits Collection beginning at $670.

“There will always be a market for a coveted legacy product,” says Merigay Mackie, co-founder of beauty incubator Violet Lab. “Clients have been waiting for Louis Vuitton makeup, and they are thrilled. The heritage is there, but the quality must match, not just the aesthetic.”

A Shift in Premium Beauty Strategy

Louis Vuitton’s pricing strategy is unusual: unlike Chanel or YSL Beauté, which keep cosmetics relatively accessible, LV’s line is priced on par with leather goods and fashion items. For context, a standard Dior lipstick costs around $47. With this pricing, Louis Vuitton is clearly targeting ultra-wealthy clients who can indulge in such extreme luxury.

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