Louis Vuitton Debuts in Cosmetics with First Beauty Pop-Up Store in Seoul
Louis Vuitton marked its historic entry into the cosmetics sector with the opening of its first La Beauté Louis Vuitton pop-up store in Seoul’s Gangnam District on September 1, 2025. This three-story flagship is a showcase of the company’s inaugural beauty line under the creative direction of Dame Pat McGrath.
The collection features:
- 55 lipstick shades priced at 230,000 KRW ($170 USD) each
- 10 lip balms
- Eight eyeshadow palettes
Seoul was strategically chosen as the global launch location due to the rising demand for K-beauty products. The store includes virtual try-on zones and makeup stations inspired by Louis Vuitton’s luggage heritage. It also features a collaboration café with dessert brand Notre-Dame.
The most exclusive item is a monogram trunk-shaped lipstick case retailing at 4.19 million KRW. This launch represents Louis Vuitton’s significant diversification beyond fashion into the fast-growing global beauty market.