Hoyeon Fronts Louis Vuitton’s First La Beauté Makeup Campaign

Hoyeon fronts Louis Vuitton’s first La Beauté campaign, debuting Pat McGrath’s makeup line with lipsticks, balms, and refillable palettes.

Louis Vuitton has unveiled its first-ever La Beauté campaign, marking the House’s official debut in the beauty category under the artistic direction of Dame Pat McGrath.

The campaign, captured by Steven Meisel and directed by Damien Krisl, stars House Ambassador Hoyeon alongside Ida Heiner, Chu Wong, and Awar Odhiang. Set against surreal desert horizons and pastel dreamscapes, the visuals highlight Louis Vuitton’s new vision of beauty—where artistry, luxury, and lifestyle merge.

The debut collection introduces 55 shades of LV Rouge lipsticks, 10 luminous LV Baume lip balms, and 8 LV Ombres eyeshadow palettes. Each piece is crafted in refillable packaging designed by Konstantin Grcic, blending Vuitton’s trunk-making heritage with McGrath’s modern, innovative flair.

La Beauté Louis Vuitton launches exclusively in China on August 20, 2025, followed by a global rollout on August 29 in select stores and on louisvuitton.com, with pre-orders available worldwide from August 25.