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LVMH’s Palette Expander

Last week’s announcement that Pat McGrath would be launching Louis Vuitton’s first foray into makeup thrilled beauty junkies, reassured investors, and gave every indication that they’d follow the Vuitton fragrance model of exclusivity and scarcity. After all, it is Louis Vuitton.

pat mcgrath Louis Vuitton
The initial lineup, which goes on sale in the fall, includes 55 shades of lipstick, lip balms, and eye shadow palettes, which were always the best thing about McGrath’s own makeup line. Photo: Courtesy of Louis Vuitton
Rachel Strugatz
March 12, 2025

The biggest (and best) beauty news to come out of Paris Fashion Week was that British makeup artist Pat McGrath is getting the kind of gig her extraordinary talent deserves: cosmetics creative director of Louis Vuitton’s yet-to-be-released La Beauté Louis Vuitton. Finally, I thought, this is what she should have been doing all along. McGrath, founder of the beleaguered makeup brand Pat McGrath Labs, is better suited to conceptualizing and formulating makeup for other brands, especially ones that can offer time, resources, and a huge runway presence.