[🇺🇸]Louis Vuitton Enters Makeup Market, Opens First-Ever Global Pop-Up Store in Korea

Louis Vuitton has officially entered the global beauty market with the launch of its first cosmetic line, La Beauté Louis Vuitton.

On the 29th, a popup store at the Dosan store in Gangnam, Seoul, showcased the collection created in collaboration with world-renowned makeup artist Pat McGrath. The line, themed “A Journey of Beauty,” embodies Louis Vuitton’s values of travel, creativity, and craftsmanship, and is composed of three categories: the lipstick “LV Rouge,” the balm “LV Balm,” and the eyeshadow palette “LV Ombres.”

The flagship product, “LV Rouge,” comes in 55 shades and is formulated with wax upcycled from roses, jasmine, and mimosa, combined with shea butter and hyaluronic acid for enhanced hydration and color payoff. “LV Balm” delivers radiant shine and skin resilience, while “LV Ombres” offers vivid yet soft application with plant-derived ingredients and proprietary pigments.

The popup store was designed as an experiential space featuring a virtual test zone, a makeup trunk zone, a fragrance gallery, and a café. Guests were also treated to desserts and beverages inspired by lipstick colors. The first campaign was directed by photographer Steven Meisel and filmmaker Damien Kris, with ambassador Jung Ho-yeon and global models embodying the Louis Vuitton woman.

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