Miu Miu follows sister brand Prada to L’Oréal with licence deal

By Julia Wray | Published: 12-Feb-2024

The luxury fashion house has ended its licence with long-term beauty partner Coty

L’Oréal and Prada Group have inked a deal under which the cosmetics giant will create, develop and distribute beauty products for the Miu Miu fashion label. 

Miuccia Prada launched Miu Miu in 1993 as a more contemporary, yet still sophisticated ‘little sister’ to her eponymous Prada label.

The first Miu Miu fragrances from the partnership are expected in 2025. 

“We are excited to announce this partnership with a distinctive and leading beauty player such as L’Oréal,” said Miu Miu CEO Benedetta Petruzzo.

“This new chapter will sustain the brand’s growth and help to further untap Miu Miu’s full potential in the category.” 

L’Oréal Luxe President Cyril Chapuy added: “Over the past years, we have successfully established a very strong partnership with Prada teams. 

“We are now thrilled to welcome Miu Miu and unleash together its outstanding potential in beauty. 

“With its unique positioning, fueled by limitless creativity and experimentation, Miu Miu will perfectly complement L’Oréal Luxe’s portfolio of iconic brands and reinforce our worldwide leadership in fragrances.”

Family-owned fashion house Prada has outsourced its fragrance and cosmetics creation to L’Oréal since 2021 when Prada parted ways with Spanish company Puig.

But Miu Miu, Prada’s sister brand, up to now, has licensed its beauty line-up to Coty. 

Miu Miu and Coty announced they were partnering in 2013, with the debut Miu Miu fragrance hitting shelves in 2015. 

Other portfolio highlights include 2019 addition Miu Miu Twist (pictured), created by Perfumer Daniela Andrier.   

The Prada Group’s flagship brand has demonstrated energetic launch activity since L’Oréal took over the beauty reins.

In 2022, Prada launched blockbuster fragrance line Paradoxe, fronted by Harry Potter star Emma Watson. 

Last year, meanwhile, the brand brought out a skin care and make-up collection, developed in collaboration with make-up artist Lynsey Alexander.

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