In 2025, Louis Vuitton will expand its offerings by launching its first collection of lipsticks, specifically designed to capture the attention of Generation Z in Asia, particularly in China...
This move marks the French luxury brand’s transition—long known for its iconic monogrammed leather goods—into the cosmetics world, aiming to revitalize revenue in the Asian market. Louis Vuitton is set on becoming synonymous not only with travel but also with premium beauty, drawing in young consumers with its innovative products.
While competitors like Dior and Gucci offer lipsticks priced below $50, and Hermès between $75 and $90, Louis Vuitton has raised the bar by pricing its lipsticks at over €100 (around $110). This luxury offering will not only attract beauty lovers but will also set a new standard in the industry. According to Glitz, the brand plans to secure retail spaces between 50 and 60 square meters in department stores across East Asia, anticipating that the cosmetic line will sell out quickly.
"Louis Vuitton aims to attract Generation Z, born between 1997 and 2012, who, along with millennials, will make up 75% of luxury consumers by 2026," said a source close to the company. This demographic is especially drawn to cosmetics, often seen as a symbol of accessible luxury. With this new lipstick line, Louis Vuitton will strengthen its presence in the global market, boosting sales and building loyalty among younger consumers.
While a woman might purchase one or three bags a year, buying 10 lipsticks is not unusual—representing a huge potential for revenue growth in this luxury beauty category. With this move, Louis Vuitton is poised to leave competitors like Dior, Gucci, and Hermès behind, setting new standards in the beauty world.
