Louis Vuitton Enters Color Cosmetics

Plus: ColourPop unveils Shrek collaboration

Author

Avinash Duggempudi
August 27, 2025

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty eCommerce and marketing:
- Louis Vuitton’s color line puts McGrath at the helm.
- Moroccanoil expands into 800 Ulta doors and online.
- Danessa x Neutrogena bring pro prep to CVS shoppers.
- Rare Beauty’s Tajín set spices up Sephora’s drop calendar.
- ColourPop’s Shrek collab proves IP nostalgia still sells.

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📌WEEKLY MUST-KNOWS

Louis Vuitton named Pat McGrath creative director of La Beauté Louis Vuitton and unveiled a color lineup of 8 eye shadow quartets, 10 balms and 55 lipsticks with luxe, design-led packaging. The move signals LVMH’s push deeper into prestige color ahead of holiday, heightening competition for shelf, storytelling and shade breadth. Luxury houses, retailers and indie color brands will feel pressure on merchandising, pricing and launch cadence.

OMNICHANNEL EXPANSION
Moroccanoil Launches In Ulta Beauty Nationwide
Moroccanoil is rolling out hair, body and fine fragrance across 800 Ulta Beauty stores and Ulta.com, backing the launch with education for 7,000 in-store stylists. The distribution scale plus stylist integration positions the brand to convert prestige hair shoppers in-moment while reinforcing pro credibility. Competing prestige hair brands and salon channels should expect share shifts, promo pressure and new service tie-ins.

MASS RETAIL COLLAB
Danessa Myricks Makes Skin Prep More Accessible With Neutrogena Collab
Makeup artist Danessa Myricks partnered with Neutrogena on three CVS-exclusive, affordable skin prep kits centered on Hydro Boost. Pro-grade prep at drugstore price points blurs MUA credibility with mass distribution, expanding entry to skin-first routines. Mass retailers and legacy brands can use functional kits to drive trips, cross-category baskets and education-led content.

SZA debuted Not Beauty with a $23 hydrating lip gloss, releasing first via US tour pop-ups that meet Sephora clean standards before broader availability. The experiential, scarcity-led rollout converts high-intent fans without immediate retail dependence while building CRM lists. Music-led brands, DTC teams and retailers should track conversion, inventory pacing and community retention from tour-tied drops.

🗣️ LEADING VOICES

Signal From Noise: How To Nail TikTok in Five Pillars of Success.

The link below is an interactive guide on how to nail TikTok based on Jay Hunter & Catalina at Mary Ruth's, fantastic session at eTail™ Boston, where they discussed going from $1 to $40M in one year!

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⚡QUICK READS

Rare Beauty’s Spicy Tajín Collab Drops At Sephora: A limited Cheek & Lip set in chili-inspired reds brings a culture-forward co-brand into prestige, signaling flavor-house tie-ins as a fresh path to shade storytelling and urgency.(More)

ColourPop Unveils Shrek Collaboration: IP-led, nostalgia-heavy drop spans palettes, lip oils and glitter, reinforcing ColourPop’s fast-cycle licensing engine and the need for nimble supply to capture TikTok-driven spikes.(More)

2025’s Most Powerful Beauty Brands, Per WWD: Amika, CeraVe, Dior, Clarins and Clinique post category wins across Circana, EMV and MIV, signaling where momentum merits media allocation and shelf expansion.(More)

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