Seoul: Louis Vuitton Korea announced plans to open a pop-up store in Seoul next month to showcase its inaugural cosmetics line. This venture will coincide with another pop-up outlet in New York, marking a significant step for the brand into the world of luxury beauty.
According to Yonhap News Agency, the new collection, La Beaut© Louis Vuitton, signifies the French fashion house's entry into the luxury beauty sector. This initiative is in collaboration with the acclaimed makeup artist Dame Pat McGrath, who will take on the role of creative director. Traditionally, Louis Vuitton has concentrated its efforts on handbags, perfumes, and clothing within global markets.
The decision to introduce the cosmetics line in Seoul is strategic, as noted by an industry official who mentioned that "demand for luxury cosmetics, particularly color cosmetics, such as lipsticks and eyeshadow, is strong in South Korea." The Seoul pop-up event will be held in the city's southern district, starting Monday. It will feature a range of products including eight eyeshadow compacts, 10 lip balms, and 55 lipsticks, launched globally last Friday.
Prominent figures in the fashion industry, including Jung Ho-yeon, known for her role in "Squid Game," are among the six models selected to promote the new line. This launch comes at a time when the French luxury giant is navigating a slowing global luxury market, affected by geopolitical and economic uncertainties, with a reported 4 percent drop in sales to US$46.8 billion in the first half of fiscal 2025.