Milan – Prada SpA and L'Oréal Group sign a long-term worldwide license agreement for the creation, development and distribution of luxury beauty products under the Miu Miu brand, which will join the L'Oréal Luxe division, which already includes the Prada license .
The first Miu Miu fragrance under L'Oréal is expected to be launched in 2025. This agreement is subject to customary regulatory approvals.
“Over the past few years, we have succeeded in establishing a very strong partnership with the team at Prada. We now welcome Miu Miu and together we will unleash its exceptional potential in beauty. We are excited. Miu Miu, with its unique positioning underpinned by limitless creativity and experimentation, will perfectly complement L'Oréal Luxe's portfolio of iconic brands and strengthen our global leadership in fragrances. ” said Cyril Chapuis, President of L'Oréal Luxe.
Miu Miu CEO Benedetta Petruzzo said the new chapter “will help sustain the brand's growth and further unlock Miu Miu's potential in this category.”
Miu Miu's beauty license was previously held by Coty, which originally signed a deal with Prada Group to produce luxury fragrances under the brand in 2013. At the time, the deal was the first fragrance partnership for an Italian fashion brand.
This was Prada Group's second fragrance relationship. The company first signed a fragrance and skin care license with Puig in 2003 for the Purada brand.
In December 2019, Prada and L'Oréal signed a beauty license, which was announced to take effect on January 1, 2021.
L'Oréal quickly relaunched the brand's existing fragrance portfolio, launching scents such as Luna Rossa Ocean and Prada Paradox, which became the top women's perfume launches in the U.S. in 2022.
Prada's beauty range has since expanded to include makeup and skin care from August 2023. For this purpose, Prada Beauty has appointed two of her artists. Lindsey Alexander for IRL makeup and Ines Marza (aka Ines Alfa) for virtual world makeup. They work closely with Prada's co-creative directors, as well as Miuccia Prada and Raf Simons.
