Recently, Lindsay Lohan commented on Instagram that the prices are “too much.” If a celebrity, someone with access to virtually anything, thinks the prices are excessive, then who exactly is this line meant for?
What should a brand do when it’s facing record sales declines? Honestly, I’m not sure. But I do know one thing: whatever Louis Vuitton is doing right now is not the answer.
The designer brand is launching La Beauté Louis Vuitton on August 29, a makeup line featuring lipsticks, tinted balms and eyeshadow palettes, created in partnership with legendary makeup artist Dame Pat McGrath. Naturally, I expected the collection to be on the pricier side — it’s Louis Vuitton, after all — but nothing outrageous. Especially not in this economy. Right?
Wrong.
I was dumbfounded to learn that the 55 lipsticks debuting in the collection are priced at $160 each, with refills going for $69. This isn’t just luxury pricing; it’s luxury on steroids pricing. For comparison, Hermès’ lipsticks range from $54 to $85. Gucci’s options come in at around $49. Louis Vuitton’s lipstick is not only more expensive, it’s nearly double Hermès and more than triple Gucci. Honestly, I haven’t seen another designer brand come anywhere close to Louis Vuitton’s prices.
The eyeshadow quads in the collection are priced at a staggering $250, with refills at $92. That’s two to four times more than similar palettes from other designer brands.
These sky-high prices come just as LVMH — Louis Vuitton’s parent company — reported a 4 percent drop in total revenues in the first half of 2025 and a 22 percent decline in net profits, according to Forbes. Meanwhile, industry analysts are warning of a luxury market slowdown this year.
So is this their Hail Mary? If profitability is falling and consumer sentiment is shaky, launching makeup products that cost hundreds of dollars doesn’t exactly feel like the right pivot. It feels tone-deaf to me. And while bold moves can sometimes be brave, I think this comes off as disconnected.
And I’m not the only one who feels this way. Lindsay Lohan recently commented on an Instagram post about the launch, saying, “Too much. Not worth it.” If a celebrity, someone with access to pretty much anything, thinks the prices are excessive, I have to ask: Who exactly is this line for? Luxury lovers will always appreciate beautiful packaging and a designer name. But if they can get a comparable product from Hermès or Gucci at half the price, what exactly is Louis Vuitton offering that justifies the markup?
To me, this reeks of desperation and makes me worry about the brand’s direction. But what concerns me even more is the possibility that other luxury brands might follow suit and hike up their prices in response. Shamelessly, I rely on my $42 Dior Lip Oil, and I’m not ready to say goodbye just yet.
