I remember the exact moment I fell for a lipstick shade that felt like “me.” It was a muted brownish-red I swatched in a department store, and suddenly my whole face lit up—natural but polished, effortless yet intentional. Fast forward to October 2025, when photos from the Louis Vuitton Spring/Summer 2026 show flooded my feed. There was Hoyeon Jung—Squid Game star, longtime LV ambassador, and absolute beauty icon—striding down the runway with glowing skin and the most perfect lip color. Subtle, sheer, but undeniably chic. When Harper’s Bazaar revealed she’d called out one shade as her favorite, I knew I had to dive deep. Turns out, it’s LV Rouge in Wild Soul, layered over Fresh Thrill for that soft, lived-in vibe. I’ve been wearing similar combos ever since, and let me tell you—it’s the kind of lip that makes you feel quietly confident all day.
The Louis Vuitton Spring 2026 runway marked a historic moment: the debut of La Beauté Louis Vuitton, the house’s first-ever makeup collection created under the direction of legendary makeup artist Dame Pat McGrath.
Hoyeon, who walked the show, shared exclusive details about the beauty look—fresh, luminous skin with a touch of neutral sparkle on the eyes and sheer color on the lips.
Her standout pick? Wild Soul, described as a natural brownish-red that’s perfect for everyday wear.
What Makes Wild Soul So Special?
Wild Soul is part of the LV Rouge lipstick lineup—a velvety matte formula with intense pigmentation that still feels comfortable and hydrating.
Hoyeon told Harper’s Bazaar it’s a “natural brownish-red” she loves for daily use, flattering without overpowering.
Layered over Fresh Thrill (a softer base shade), it creates that sheer, stained effect seen on the runway—modern and approachable.
The Full Runway Beauty Breakdown
Pat McGrath aimed for “luminous, almost untouched skin—faces left fresh, authentic, and alive” to complement Nicolas Ghesquière’s collection.
Eyes got subtle sparkle from the Beige Memento palette—neutral tones with luminous ivory and golden bronze.
Lips stayed sheer and natural, focusing on hydration and a hint of color for effortless elegance.
Key Products Used on Hoyeon
- Eyeshadow: LV Ombres Palette in Beige Memento
- Lips: LV Rouge in Fresh Thrill (base) + Wild Soul (top layer)
Why Hoyeon Loves Wild Soul
In her interview, Hoyeon gushed about how Wild Soul feels like an everyday essential—versatile across skin tones and moods.
It’s brownish-red undertones add warmth without going full bold red, making it ideal for that “your lips but better” vibe.
She mentioned it boosts her confidence subtly, pairing perfectly with the show’s relaxed femininity.
How to Recreate the Look at Home
Start with hydrated lips—exfoliate gently and apply a balm.
Swipe on a sheer layer of a lighter nude or pinkish base (like Fresh Thrill if you can get it).
Top with Wild Soul, blotting for that diffused runway stain.
Finish with glowing skin and neutral eyes for full Hoyeon energy.
Best Dupes If Wild Soul Is Sold Out
Louis Vuitton lipsticks retail around $160, so here are accessible alternatives for that brownish-red magic.
Drugstore and Mid-Range Options
- Maybelline Super Stay Matte Ink in Pioneer – warm brownish-red, long-lasting.
- NYX Soft Matte Lip Cream in Cairo – soft natural brown-red.
- Revlon Super Lustrous in Rum Raisin – classic ’90s-inspired brownish tone.
Luxury Alternatives
| Brand | Shade Name | Why It Dupes Wild Soul | Price Range |
|---|---|---|---|
| Chanel Rouge Coco | 434 Mademoiselle | Warm brownish-red, creamy | $45 |
| NARS Powermatte | Wild Child | Matte brownish-red, buildable | $34 |
| Pat McGrath Labs | MatteTrance in Elson 4 | Deep warm red-brown | $39 |
| Dior Rouge Dior | 434 Bois de Rose | Natural rose-brown | $45 |
Pros and Cons of LV Rouge Wild Soul
Pros:
- Universally flattering brownish-red tone.
- Comfortable matte with hydration from shea butter and hyaluronic acid.
- Luxe refillable packaging—sustainable and chic.
- Subtle fragrance of rose, jasmine, mimosa.
- Long wear without drying.
Cons:
- High price point ($160).
- Limited availability—often sells out fast.
- Sheer application requires layering for intensity.
- Not transfer-proof in humid conditions.
- Refills still costly.
People Also Ask
What lipstick did Hoyeon wear on Louis Vuitton runway 2026?
She wore LV Rouge in Fresh Thrill layered with Wild Soul for a sheer brownish-red.
Is Wild Soul lipstick matte or satin?
It’s a velvety matte from the LV Rouge collection.
Where to buy Louis Vuitton Wild Soul lipstick?
Exclusively at Louis Vuitton stores and louisvuitton.com.
What color is Wild Soul LV lipstick?
A natural brownish-red—warm, muted, and everyday-friendly.
How does Hoyeon describe Wild Soul?
Her favorite shade, “kind of a natural brownish-red” perfect for daily wear.
Where to Buy La Beauté Louis Vuitton
Shop in-person at flagship Louis Vuitton boutiques for swatching and expert help.
Online at louisvuitton.com—check for restocks and virtual try-on tools.
Select department stores like Saks or Harrods carry the line.
Prices: LV Rouge lipsticks ~$160, refills available.
FAQ
Is Wild Soul suitable for all skin tones?
Yes—its warm brownish-red undertones flatter fair to deep complexions beautifully.
How long does LV Rouge Wild Soul last?
Up to 12 hours with minimal touch-ups, thanks to skincare-infused formula.
Can I achieve the runway look without buying both shades?
Absolutely—Wild Soul alone, blotted down, gives a similar sheer effect.
What’s the difference between LV Rouge and LV Baume?
Rouge is pigmented lipstick (matte/satin); Baume is sheer tinted balm for hydration.
Does the lipstick have a scent?
Yes—a delicate rose, mimosa, and jasmine fragrance crafted by LV’s master perfumer.
That subtle brownish-red on Hoyeon? It’s the kind of detail that elevates everything—quiet luxury in a tube. I’ve been reaching for my closest dupe nonstop, feeling a little more poised with every application. If you’re chasing that effortless runway glow, Wild Soul is worth the hype. Your lips (and confidence) deserve it.