2025 cemented one thing: luxury beauty is going nowhere. It's no coincidence that some of the most memorable launches from the year were the most expensive. Victoria Beckham Beauty's excellent Foundation Drops, priced at £105, are still doing the rounds on social media four months after launch—ditto Augustinus Bader's debut sunscreen (£110). And now, Hermès has come out swinging, with its first-ever foundation, priced at £105, which places it at the utmost end of the market.
While this is around triple what most consumers will pay for a base product, Hermès proposition allows you to buy into the brand for a comparatively minuscule amount—their legendary Birkin bag starts retail around £10,000, if you're even able to get an appointment in the first place. Hermès Plein Air Luminous Matte Skincare Foundation, then, is the ideal aspirational buy-in, opening in the brand to a legion of new consumers.
