Global luxury fashion brand Louis Vuitton will open a new beauty product store in Seoul, embarking on a new business here alongside the country’s K-beauty trend, now growing worldwide.
La Beaute Louis Vuitton is set to open its first pop-up store in Seoul’s Gangnam District on Monday. The first floor of the three-story shop includes a virtual test zone and Key Look experience zone, located next to displays of products for sale.
The second floor is dedicated to a vanity trunk, makeup station and perfumes, and contains a lounge. The vanity trunks and makeup stations are inspired by Louis Vuitton’s history and craftsmanship, dating back to the company’s foundation as a luggage maker in 1854.
balm offered in 10 shades, and LV Ombres, eight eye shadow palettes each containing four shades.
German industrial designer Konstantin Grcic led the product design, with an emphasis on sustainability. The packaging uses refillable aluminum and brass components, reducing plastic usage while enhancing durability.
Renowned makeup artist Pat McGrath, known for her pioneering influence in the beauty industry, is the creative director for the line.
“La Beaute Louis Vuitton is the culmination of exceptional craftsmanship and innovation,” McGrath said. “This collection opens a new dimension in luxury beauty.”
Global digital preorders will begin Monday, with select Louis Vuitton stores and the brand’s official website offering the collection starting Aug. 29. In Korea, a three-story pop-up store will open Sept. 1 at the Louis Vuitton Dosan store in Seoul, offering an immersive experience with the new line.
