Pat McGrath - Creative Director of La Beauté Louis Vuitton?
Is this a conflict of interest, and could it cannabalize cosmetic sales at Pat McGrath Labs?
The News:
Louis Vuitton is launching La Beauté Louis Vuitton in Fall 2025.
The brand’s initial offerings in the luxury beauty sector have been teased as an assortment of lip products (lipsticks and glosses) and eyeshadow palettes.
Legendary makeup artist Pat McGrath heads the brand’s creative direction. The move into cosmetics follows the success of Louis Vuitton fragrances and aligns with other luxury fashion houses expanding into cosmetics. McGrath's extensive cosmetic experience and years of creating iconic makeup looks for the Louis Vuitton fashion runways made her the logical choice for this new venture.
My Question:
Is it possible that Pat McGrath, as Creative Director of La Beauté Louis Vuitton, could create a conflict of interest or cannibalize sales of her brand, Pat McGrath Labs? Both brands target the same luxury demographic.
What the Industry Insiders Think:
Some industry insiders wonder if Pat McGrath's appointment at Louis Vuitton (LV) may be why Pat McGrath Labs releases have been sporadic, of lesser quality, and with less innovation recently. Some have also suggested that Pat McGrath may not be able to devote as much attention to her Pat McGrath Labs while overseeing a project as momentous as launching a Louis Vuitton cosmetic collection.
Some in the beauty community do not think Pat McGrath’s role as Creative Director at La Beauté Louis Vuitton will necessarily impact her namesake brand. They point out that many makeup artists have simultaneously had their own brands while consulting or serving as creative directors for other companies. For example, Violette was the Creative Director of Makeup at Guerlain from 2021, and Lisa Eldridge has had a similar role at Lancome since 2015.
Some have also speculated about Pat McGrath Labs's future, wondering if this is a sign that she is contemplating selling her company.
What Do You Think?
It’s difficult to say what impact Pat McGrath's role at La Beauté Louis Vuitton will have on Pat McGrath Labs.
How do you think this will play out? Are you excited to try La Beauté Louis Vuitton?
Leave a comment below, and let’s begin a conversation.
Out of all the brands, this may do well. As far as Pat, I don’t think it will hurt her sales. I don’t think most LV people will think twice about it. They’re more than likely going to be the people who can’t afford a bag but get the brand at a more achievable price point.
I have a feeling this brand will do quite well actually.
I have to admit to not paying much attention to PM Labs. It isn't on my radar as I focus more on pro products. However I do follow her and admire her innovative creativity. She is an icon in our industry. I think this will look like a departure from one line to another. Her fans will follow her to LV.