Dior Beauty

One lipstick shade called Rouge Dior 999 has outsold the entire ready-to-wear collection of the house in units every year for the past 30 years. Dior Beauty sits inside LVMH as part of the Parfums Christian Dior Division, separate from Dior Couture. Christian Dior launched Rouge Dior in 1953, fittingly a few years after his new-look silhouette reshaped post-war Paris. The product has remained in the catalogue in essentially the same bullet shape since launch, with the iconic shade 999, a pure-cool red untouched. Customers who cannot afford a 5,000 euro bar jacket can still own a $45 piece of the Dior universe on their vanity. Luxury fashion houses have learned that the beauty counter is the widest point of the funnel and the most profitable.