Louis Vuitton creative director for makeup Pat McGrath talks about launching the makeup collection La Beauté, her dreams coming true, and working as an artist with global phenomenon Lisa, the Blackpink star and Louis Vuitton ambassador
BEAUTY EDITOR: KIM SANG EUN
PHOTOGRAPHY: CHOI NA RANG
CELEBRITY VISUAL DIRECTOR: CHOIYOU JIN
When you heard you had been appointed creative director of Louis Vuitton, how did you feel?
That moment will remain one of the most profound and heartfelt emotions of my life. It wasn’t just a career milestone, it was the realisation of a long-held dream. Becoming the creative director for a house as deeply symbolic as Louis Vuitton is something I could never have imagined. From the very first conversation I had with Nicolas [Ghesquière, artistic director for women’s collections at Louis Vuitton] and the LVMH executives, everything felt so natural yet utterly magical. We shared the same creative language, rooted not in chasing trends but in craftsmanship, intention and creations born of the soul. Now, I’m surrounded by a passionate team who inspire me every day, and the fact that I’m trusted completely to create freely makes this journey truly extraordinary. It still feels miraculous.
Within the world of Louis Vuitton, what kind of beauty do you envision?
Louis Vuitton Beauty is not merely about decorating the surface, it’s an experience that evokes emotion and reveals authenticity. I define beauty as “the beauty of emotion”, “the beauty of craftsmanship”, and “the beauty of passion”. Every texture and every hue in our collection must embody innovation, excellence and artistry. To me, beauty is not a tool of perfection but a companion on your life’s journey – something that exists beside you, for you, and within you. True beauty should live not only in appearance but also in feeling and everyday life.
Please introduce the products in the first collection, titled La Beauté Louis Vuitton…
When preparing Louis Vuitton Beauty’s debut collection, I wanted to return to the very essence of beauty. So we focused on two main categories: lips and eyes. The results, LV Rouge, LV Balm and LV Ombre, are not just products but declarations. They embody the timeless elegance and natural, sincere beauty that Nicolas’ designs communicate, beauty that feels effortless yet deeply refined. We thought deeply about how to translate that philosophy into makeup. For us, makeup completes a look, yes, but more importantly it captures the total emotional expression of a face. A soft lip or a powerful gaze – each can tell its own story, or even exist in contrast to one another. The collection itself is a language of beauty that reflects the individuality and modern femininity of today.
What message did you want to convey through this first collection?
This collection is not simply the beginning of Louis Vuitton Beauty, it is about opening a new chapter in the maison’s story. I wanted there to be the same conversation as Louis Vuitton’s garments, bags and perfumes – to be a beauty that lives with that universe. Every texture and the play of light on the model’s skin had to be connected by intentionality and emotion. My hope is that these creations become an effortless part of daily life, natural yet timelessly special, a modern heirloom that endures.
You’ve had a long creative partnership with Nicolas Ghesquière – did that influence this launch as well?
Working with Nicolas always feels like being in the flow of destiny. Our two creative worlds collide and harmonise at once; it’s almost alchemical. Every season, he comes to me with mood boards, sketches and silhouettes, and from that moment the magic begins. I interpret with makeup that doesn’t exist yet, conducting moments that visualise stories until we imagine the ultimate look. What we create together goes far beyond the runway; La Beauté Louis Vuitton extends into a shared emotional experience that reaches far more people.
How did the house codes of Louis Vuitton translate into makeup?
Reflecting the maison’s codes doesn’t mean simply reproducing its symbols or monograms. I wanted to reinterpret Louis Vuitton’s spirit – travel, transformation, and the beauty of adventure – through colour, texture and light. Everything had to feel modern yet timeless, luxurious yet deeply personal. Movement, freedom, discovery – into the language of makeup. The lipstick, for instance, expresses that constant movement and transformation, the freedom to embody your own energy. To me, that’s the purest reflection of Louis Vuitton’s philosophy. We studied the archives, deeply analysed Nicolas’ runway universe, and built a bridge connecting tradition with the modern era. Every texture and colour was crafted with meticulous intention and obsessive precision.
“A single lipstick or eyeshadow isn’t just a product, it’s a chapter that blends into your story, creating an emotional connection that goes beyond visual change” – Pat McGrath
Louis Vuitton has always had a deep connection with beauty. How did that influence this collection?
Louis Vuitton has long understood that beauty is part of a woman’s journey. Back in the 1920s, the maison designed vanity cases – not just practical objects but symbols of elegance and independence. I wanted to carry that same spirit into the present day. So from the lipstick trunks to the eyeshadow palettes and cosmetic pouches, every element of this collection honours that legacy of beauty. It’s not about nostalgia, but reinterpretation, blending functionality with emotion and crafting something that satisfies both the heart and the hand.
In what moments do you think Louis Vuitton beauty products fit best?
I believe makeup is an expression of emotion. It’s not just a tool to complete a look, but a language of feeling. That’s why this collection was designed to resonate with the moods and desires that everyone experiences. With a bold lip colour and a smoky eye, you might feel ready for a dramatic evening, or with a soft tint and neutral tones you might find comfort at the end of a long day. Every product was crafted to glide seamlessly with the rhythm and emotion of its wearer, enhancing their natural authenticity. This, to me, is the true meaning of modern beauty.
“A single lipstick or eyeshadow isn’t just a product, it’s a chapter that blends into your story, creating an emotional connection that goes beyond visual change” – Pat McGrath
Pat McGrath Labs is know for its experimental and extraordinary textures. Can we expect the same from La Beaute Louis Vuitton?
Absolutely. Boldness, experimentation and inclusivity are, to me, the essence of beauty. This collection includes 14 nude lip shades and eight eyeshadow palettes, each designed around three easy-to-use core colours paired with a contrasting accent shade. From matte velvet finishes to golden glitters, there are six textures that can be freely layered and mixed. I was inspired by Louis Vuitton’s Roman numerals, incorporating the number “55” into the packaging, a nod to timelessness. Every element carries layers of meaning, completing a world of deep, sensory beauty.
Many see you not just as a makeup artist but as an artist in the truest sense. How do you define what it means to be an artist today?
Today’s artist is someone who imagines without fear, who refuses to settle in the present and who constantly reinterprets the way we see the world. I’ve never viewed makeup as mere “decoration,” but as a medium – like painting or sculpture – that evokes emotion and transforms reality. True artistry begins with intention. Sometimes the subtlest gesture can be the most powerful, and at other times bold maximalism creates the most striking harmony. What matters most is that your art becomes a true expression of who you are.
What kind of emotion do you hope people feel when they experience La Beaute Louis Vuitton?
I hope people feel that through La Beauté Louis Vuitton they’re not just becoming more beautiful, they’re revealing themselves. It might feel like transformation or a quiet confidence. A single lipstick or eyeshadow isn’t just a product, it’s a page that blends into your own story. This is about creating emotional connection beyond visual change; a dialogue between self-expression, authenticity and timeless beauty. That, I believe, is the true power of beauty.
Talent: Lisa
Photography: Choi Na Rang
Beauty Editor: Kim Sang-Eun
Celebrity Visual Director: Choi You Jin
Brand: Louis Vuitton
Makeup: Lee Myung Seon
Hair: Lee Seon Young
Styling: Nan Nist
Nails: Emily Rose Lansley
Set Designer: Kim Chae Ram
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