SEOUL, Aug 29 – Louis Vuitton Korea said Friday it will open a pop-up store in Seoul next month to promote its first cosmetics line, alongside another pop-up outlet in New York, Yonhap News Agency reported.
The launch of La Beauté Louis Vuitton marks the French fashion house’s entry into luxury beauty in collaboration with renowned make-up artist Dame Pat McGrath, who will serve as creative director, the company said in a press release.
Louis Vuitton has traditionally focused on handbags, perfumes and clothing in global markets.
“Demand for luxury cosmetics, particularly colour cosmetics, such as lipsticks and eyeshadow, is strong in South Korea,” an industry official told Yonhap News Agency.
During the Seoul pop-up event, opening Monday in the city’s southern district, Louis Vuitton will introduce eight eyeshadow compacts, 10 lip balms and 55 lipsticks. The products were launched globally on Friday.
Jung Ho-yeon, the Squid Game actress, is among six models chosen to promote the new line.
The launch comes as the French luxury giant faces a slowing global luxury market amid geopolitical and economic uncertainty. In the first half of fiscal 2025, its sales fell 4 per cent on-year to US$46.8 billion.
