Louis Vuitton has never been shy about expansion. From the trunks that redefined travel to ready-to-wear that rewrote wardrobes, the French house has built its empire on knowing exactly when to pivot. This year, the pivot is into beauty—an inevitable, deliciously dramatic move made historic by the presence of Dame Pat McGrath, the first makeup artist to be knighted in Britain and the woman whose brushstrokes turned runway faces into scripture.

The debut, La Beauté Louis Vuitton, begins with Le Rouge Louis Vuitton—a lipstick that feels less like makeup and more like an heirloom. Imagine a sculptural case wrapped in Vuitton’s codes, refillable because sustainability has finally been invited to the luxury table and designed to snap shut with the kind of click that makes beauty addicts grin.

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