Fashion Brand Beauty Product Expansion 2025
Fashion brands are redefining beauty in 2025 by launching or expanding into cosmetics, skincare, and haircare with bold moves and high-profile collaborations. This new wave blends heritage aesthetics with modern consumer values like inclusivity, wellness, and tech-driven formulations.
Luxury houses like Louis Vuitton and Miu Miu are introducing full-scale beauty lines, while celebrity-backed brands such as Cécred and Rhode are scaling rapidly across retail platforms. The distinction between fashion and beauty continues to blur as these brands aim to offer head-to-toe lifestyle experiences. Their entry into the beauty space not only captures consumer attention but also reshapes how personal care is marketed, merchandised, and experienced.
Fashion Brand Beauty Product Expansion 2025 (Editor's Choice)
Here are the top 10 fashion brands expanding into beauty in 2025, based on recent developments and industry insights:
1. Louis Vuitton – La Beauté Louis Vuitton
Louis Vuitton is set to launch its first full beauty line, La Beauté Louis Vuitton, in Fall 2025. The collection includes 55 lipsticks, 10 lip balms, and 8 eyeshadow quads, with packaging featuring the iconic LV monogram. Renowned makeup artist Pat McGrath has been appointed as the creative director for this venture.
2. Skims by Kim Kardashian
Skims, valued at $4 billion, is expanding its global footprint with plans to open its first standalone UK store on London's Regent Street in summer 2026. While primarily known for shapewear and swimwear, this move signifies a broader lifestyle brand expansion.
3. Cécred by Beyoncé
Launched in February 2024, Beyoncé's haircare brand Cécred emphasizes nourishing treatments inspired by global hair rituals. In April 2025, Cécred expanded into over 1,400 Ulta Beauty locations, doubling its weekly sales projections within a day.
4. Marc Jacobs – Heaven x Starface
Marc Jacobs' sub-label Heaven collaborated with acne-positive skincare brand Starface to release limited-edition pimple patches featuring punk-inspired designs. This partnership merges fashion aesthetics with skincare innovation.
5. Miu Miu (L’Oréal Partnership)
In February 2024, L’Oréal signed a global licensing agreement with Italian fashion brand Miu Miu to develop and distribute luxury beauty products, marking Miu Miu's entry into the beauty sector.
6. Paris Hilton – Parivíe
Paris Hilton launched her skincare line, Parivíe, featuring six multitasking products with innovative ingredients like the proprietary inPHinite Youth™ Technology. Hilton emphasizes full ownership and creative control in this venture.
7. Biodance (K-Beauty Expansion)
Korean beauty brand Biodance, known for its viral sheet masks and toner pads, expanded its presence by entering Sephora stores in early 2025, reflecting the growing global influence of K-beauty trends.
8. Charlotte Tilbury
Charlotte Tilbury continues to innovate with product launches like lip contour pencils designed for fuller-looking lips, catering to the demand for versatile and easy-to-use beauty products.
9. Rhode by Hailey Bieber
Rhode, founded by Hailey Bieber, has achieved nearly $200 million in revenue within two years, showcasing significant growth and positioning itself as a strong player in the beauty industry.
10. Rare Beauty by Selena Gomez
Rare Beauty surpassed $400 million in net sales, demonstrating robust financial growth and brand momentum, making it a notable brand in the beauty sector.
These brands exemplify the dynamic intersection of fashion and beauty in 2025, reflecting a trend where fashion houses and celebrities are increasingly venturing into the beauty industry to offer comprehensive lifestyle experiences.
Fashion Brand Beauty Product Expansion 2025 and Future Implications
Fashion Brand Beauty Product Expansion 2025 #1. Louis Vuitton – La Beauté Louis Vuitton
Louis Vuitton is stepping firmly into the beauty market with its 2025 launch of La Beauté Louis Vuitton, a full makeup line curated by Pat McGrath. The move represents a strategic extension of the brand’s heritage into luxury cosmetics, focusing on lipsticks and eye products that reflect Vuitton’s high-end aesthetic. With packaging that mirrors their fashion identity, the brand is positioning beauty as a natural part of its lifestyle offering. This expansion could set a precedent for other fashion houses to deepen their presence in the booming beauty sector.
Fashion Brand Beauty Product Expansion 2025 #2. Skims – Physical Retail & Lifestyle Expansion
Skims is broadening its influence beyond shapewear and loungewear with plans to open a standalone store in London by summer 2026. While not yet a traditional beauty line, Skims’ expansion signals a pivot toward a complete lifestyle brand that could soon integrate skincare or body-focused beauty products. This trajectory places the brand in direct competition with legacy lifestyle giants and wellness-forward beauty startups. Its fashion-first reputation gives it strong brand equity to explore future launches in body care or fragrance.
Fashion Brand Beauty Product Expansion 2025 #3. Cécred – Beyoncé’s Haircare Brand
Beyoncé’s Cécred line, launched in 2024, has expanded rapidly into Ulta stores across the U.S. by 2025. The brand saw overwhelming demand, with inventory moving faster than forecasted, indicating strong market appetite for celebrity-led, textured haircare solutions. Cécred’s storytelling blends cultural heritage and ingredient authenticity, which positions it for global expansion, especially in diverse markets. As clean and inclusive haircare continues to gain traction, Cécred may evolve into a cornerstone player in the salon-quality homecare niche.
Fashion Brand Beauty Product Expansion 2025 #4. Marc Jacobs – Heaven x Starface
Marc Jacobs’ Heaven label collaborated with skincare brand Starface to launch limited-edition pimple patches in 2025. The collection blends youth culture aesthetics with Gen Z’s emphasis on acne positivity and self-expression. These fashion-forward skincare products appeal to younger audiences who value design and messaging as much as functionality. This crossover hints at a future where fashion labels use accessories and beauty hybrids to build brand ecosystems beyond clothing.
Fashion Brand Beauty Product Expansion 2025 #5. Miu Miu – L’Oréal Beauty Licensing Deal
Miu Miu signed a global agreement with L’Oréal in 2024 to create and distribute beauty products under its name. This positions Miu Miu for its first full-scale beauty debut, likely launching by late 2025 or early 2026. The partnership allows the fashion label to maintain design direction while relying on L’Oréal’s distribution and formulation expertise. Miu Miu’s unique blend of retro femininity and bold design will translate into playful, high-end beauty concepts targeting a younger luxury consumer.
Fashion Brand Beauty Product Expansion 2025 #6. Paris Hilton – Parivíe Skincare Line
Paris Hilton introduced Parivíe in early 2025, a skincare line focused on multi-benefit products and anti-aging technology. With proprietary ingredients and full founder control, Parivíe aims to bridge glamour and clinical efficacy. Paris’s personal branding and decade-long skincare advocacy give the line credibility among both legacy fans and younger consumers. As nostalgia marketing meets Gen Z’s skincare obsession, Parivíe may see global traction, particularly in the premium DTC space.
Fashion Brand Beauty Product Expansion 2025 #7. Biodance – K-Beauty’s Retail Growth
Biodance entered Sephora U.S. stores in 2025, building on its success from viral sheet masks and functional skincare tools. The brand emphasizes skin barrier care and minimalist routines, aligning with current Korean beauty trends. Its growth reflects a broader K-beauty resurgence, driven by TikTok, dermatologist endorsements, and clean beauty formulations. Biodance’s expansion into mainstream Western retail marks a shift in how Eastern beauty philosophies are being integrated into everyday skincare routines worldwide.
Fashion Brand Beauty Product Expansion 2025 #8. Charlotte Tilbury – Product Innovation in 2025
Charlotte Tilbury continued its rise with the launch of lip contour pencils designed to enhance fullness without invasive procedures. These launches address demand for non-surgical beauty enhancements and simplified routines. The brand blends science with glamorized storytelling, drawing both professional artists and everyday consumers. As the market leans into subtle, performance-driven tools, Charlotte Tilbury is poised to stay at the forefront of luxury beauty innovation.
Fashion Brand Beauty Product Expansion 2025 #9. Rhode – Hailey Bieber’s Brand
Hailey Bieber’s Rhode Skin achieved $200 million in revenue within two years of its debut. Its minimalistic, “glazed skin” aesthetic has shaped Gen Z skincare preferences, promoting simplified routines focused on hydration and glow. Rhode’s direct-to-consumer model and Bieber’s personal engagement fuel strong community loyalty. The brand is expected to expand into makeup or body care next, continuing its momentum as a contemporary beauty lifestyle label.
Fashion Brand Beauty Product Expansion 2025 #10. Rare Beauty – Growth of Celebrity Brands
Rare Beauty surpassed $400 million in net sales by early 2025, showcasing the power of mental health-aligned branding and accessible pricing. Selena Gomez’s vision of “authentic beauty” aligns with a broader consumer push toward self-acceptance and clean formulations. The brand’s expansion into international markets and limited-edition drops keeps it culturally relevant. With further investment into complexion products and social campaigns, Rare Beauty could evolve into a generational staple brand.
Fashion Meets Beauty: A Permanent Industry Evolution
The 2025 expansion of fashion brands into beauty isn’t just a passing trend—it marks a lasting transformation in how brands approach identity and consumer engagement. These labels are no longer just selling clothes or accessories; they’re building complete aesthetic worlds that extend to skincare routines, makeup bags, and bathroom shelves. Whether it’s Louis Vuitton’s luxury makeup debut or Rhode’s minimalist skincare appeal, each launch reflects a shift toward multi-category influence and long-term brand ecosystems.
This evolution benefits both industries by merging storytelling with product utility, allowing fashion houses to tap into recurring purchase behaviors and broader demographics. As the lines between beauty, fashion, and lifestyle continue to blur, we can expect more innovation, collaboration, and disruption. The brands succeeding today are those who treat beauty not as a side project, but as a core expression of their ethos.
Sources:
- https://people.com/louis-vuitton-launching-makeup-pat-mcgrath-11691168
- https://www.voguebusiness.com/story/beauty/can-louis-vuitton-win-in-beauty
- https://www.thetimes.co.uk/article/kim-kardashian-skims-london-uk-store-cfnnnrbxr
- https://en.wikipedia.org/wiki/C%C3%A9cred
- https://www.vogue.com/article/marc-jacobs-heaven-starface
- https://en.wikipedia.org/wiki/L%27Or%C3%A9al
- https://people.com/paris-hilton-launches-new-skincare-line-exclusive-details-11727449
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- https://www.voguebusiness.com/story/beauty/beautys-manda-outlook-which-deals-will-get-done-in-an-uncertain-market