Luxury was once defined by labels like “Made in France” or “Made in Italy”—but that world is changing. As global production blurs lines and authenticity gains value, true luxury is being redefined. Rooted in storytelling, sustainability, and craft, new luxury can come from anywhere—even Slovakia. It’s time to break the mold and show the world that prestige isn't about geography—it's about intention.

Louis Vuitton enters the beauty world with La Beauté, blending innovation and heritage, led by Pat McGrath to redefine luxury makeup.