Stella McCartney’s new skincare line for LVMH envisions eco-aware self-care as the ultimate luxury.
When designer Stella McCartney teamed up with LVMH to create a clean skincare line, she looked to her upbringing in Scotland and the environmental ethos of her parents for inspiration. Her mother, the late Linda McCartney, was an ardent animal rights activist, and her father, singer-songwriter Paul McCartney, preferred a natural approach to living, never using products such as deodorant.
A life-long vegetarian and a fashion designer known for pioneering “vegan style” for her eponymous luxury label, Stella McCartney doesn’t use fur or any animal products in her cruelty-free designs. Her conscientious approach to the environment and those in it extends to her 46 stand-alone Stella McCartney stores worldwide, which use only LED lighting. Likewise, her shops in the UK are fueled by wind power.
Following a successful partnership with LVMH which began in 2019, it’s no wonder LVMH tapped McCartney to create a new sustainable skincare line. STELLA is a trio of cleanser, serum, and moisturizing cream with vegan ingredients, eco-conscious packaging, and minimized footprint that defines a new category in luxury skincare. Products are shipped rather than flown in order to reduce STELLA’s carbon footprint by one third, and one percent of net purchases benefit Wetlands International, a not-for-profit organization restoring and conserving wetlands such as the degraded Scottish peatlands, a crucial carbon store.
“We set out with an idea, and because we didn’t want to compromise—on outstanding results, the origin of our ingredients, and, of course, ensuring we minimized our impact on Mother Earth—we kept on trying,” says McCartney. “We worked hard for almost three years with LVMH constantly evolving and aiming for what I felt was possible: rooted in nature, truly effective and responsible skincare. It’s a game changer and I want to share it with everyone. I believe the consumer needs to know there’s another way, that they have a choice.”
STELLA’s products are made from 99 percent natural-origin ingredients such as organic rock samphire and wild organic birch sap, with one percent or less preservatives. The skincare line focuses on increasing skin softness, luminosity, and wrinkle reduction. A tiny drop of “High Cliff” scent, inspired by the Scottish landscape and formulated by renowned perfumer Francis Kurkdjian, was added to support well-being and confidence.
This launch marks the birth of a new beauty maison for LVMH. “I am delighted that Stella McCartney, after pioneering a sustainable and responsible luxury fashion, is now partnering with LVMH, committed to change the codes of cosmetics, the packaging, and the ingredients,” says Antoine Arnault, Image and Environment, LVMH. “The launch of STELLA by Stella McCartney perfectly resonates with the Group’s longstanding commitment toward sustainability and we are proud to support it.”
Consumer sentiment—especially at higher price points—is ready for a clean skincare range. Luxury beauty customers are increasingly aware of the impact of pollutants and toxic ingredients on overall health. With the backing of LVMH, McCartney’s conscious luxury skincare line, which supports caring for both ourselves and Mother Earth, is poised to position sustainability as the ultimate contemporary luxury.