Louis Vuitton Makes Global Beauty Debut in China

On August 20, Louis Vuitton launched its long-awaited beauty line La Beauté, choosing China as the site of both its global debut and the opening of its first-ever beauty flagship, located at Nanjing’s Deji Plaza. The launch signals the brand’s intent to turn beauty into a core revenue driver amid a challenging luxury environment.

The debut collection spans 55 lipsticks (in both matte and satin finishes), 10 tinted lip balms, and a curated selection of accessories including cases, cosmetic bags, brush sets, and blotting papers. Notably, eyeshadows have yet to hit the market. Priced at RMB 1,200 (approx. $165) for a lipstick and RMB 510 for a refill, the collection will go live globally on August 29, following a limited pre-sale on WeChat.

At the flagship store in Nanjing, the beauty assortment sits alongside fragrances, sunglasses, and accessories. A centerpiece is a Louis Vuitton vanity trunk—a collectible that nods to the house’s early 20th-century travel heritage and backstage artistry à la Pat McGrath. Only 10 units exist worldwide.

Louis Vuitton has positioned La Beauté not merely as a cosmetics line, but as an “artistic lifestyle experience,” with full control over production and exclusive distribution via its own retail network. The move follows the March appointment of Pat McGrath as its first Beauty Creative Director, adding high-fashion credibility to the launch.

However, the line has stirred strong reactions online—especially on Xiaohongshu, where users quickly flagged the steep pricing. Many compared the lipsticks to Hermès’, noting that LV’s versions cost nearly double while falling short in packaging elegance.

Still, in the eyes of many luxury consumers, brand prestige often trumps price. “You still need one or two in your collection,” read one top-liked comment. Beauty’s lower barrier to entry makes it a powerful gateway category—and Louis Vuitton seems poised to capitalize.

Perhaps most telling is the decision to launch first in China. After staging “Voyage Louis Vuitton” in Shanghai earlier this year, LVMH chairman Bernard Arnault called the Chinese market “a renewed source of optimism.” Multiple LVMH executives have since made high-profile visits to China, and the brand’s decision to debut La Beauté here—online and offline—sends a strong signal: Louis Vuitton’s future growth may be painted in shades of red, pink, and nude, with China leading the palette.