Key Facts
• Louis Vuitton launched its cosmetics brand, La Beauté Louis Vuitton, on August 29, 2025.
• A pop-up store opened in Gangnam, Seoul, following New York as a chosen location.
• The store features a red-themed design and immersive experiences across three floors.
• First floor: AI-powered virtual test zone for personalized cosmetic recommendations.
• Second floor: Makeup trunks, perfumes, and reservation-only styling by in-house artists.
• Third floor: Branded desserts and drinks for a multi-sensory experience.
• Product prices: Lipstick at 230,000 KRW, eyeshadow at 360,000 KRW, perfume at 490,000 KRW.
• Accessories: Lipstick case at 4,190,000 KRW, 5-piece pouch set at 6,600,000 KRW.
• Brush set with case priced at 1,620,000 KRW.
• Prices surpass those of other luxury brands like Chanel and Hermès.
• Louis Vuitton’s focus on South Korea highlights its strategic importance in the market.
Summary
Louis Vuitton has officially entered the South Korean cosmetics market with its new brand, La Beauté Louis Vuitton. A pop-up store opened in Seoul’s Gangnam district on August 29, 2025, marking South Korea as a key location alongside New York. The store offers a luxurious, red-themed design and immersive experiences, including AI-driven cosmetic recommendations, exclusive styling services, and branded refreshments. Product prices are notably higher than competitors, with lipsticks priced at 230,000 KRW and accessories reaching up to 6,600,000 KRW. This move underscores Louis Vuitton’s strategic focus on South Korea as a critical market for its luxury offerings.
