MILAN — Prada SpA and L’Oréal Group have inked a worldwide long-term license agreement for the creation, development and distribution of luxury beauty products for the Miu Miu brand, which will join the L’Oréal Luxe division that already includes the Prada license.
The first Miu Miu fragrances under L’Oréal are expected to be launched in 2025. The agreement will be effective after customary regulatory approvals, if any.
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“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,” said Cyril Chapuy, president of L’Oréal Luxe.
Miu Miu’s chief executive officer Benedetta Petruzzo said the new chapter “will sustain the brand’s growth and help to further untap Miu Miu’s full potential in the category.”
The Miu Miu beauty license was previously held by Coty Inc., which originally signed a deal with Prada Group to produce prestige fragrances under the label in 2013. Back then, the deal marked the first perfume tie-in for the Italian fashion brand.
That was Prada Group’s second fragrance relationship. The first was in 2003 when it inked a license with Puig for Prada-branded fragrances and skin care.
In December 2019, it was announced that Prada and L’Oréal had signed a beauty license, due to take effect on Jan. 1, 2021.
L’Oréal swiftly rebooted the brand’s existing fragrance portfolio and launched scents such as Luna Rossa Ocean and Prada Paradoxe, which became the top women’s perfume launch in 2022 in the U.S.
Prada’s beauty scope then widened to include makeup and skin care, starting in August 2023. For it, Prada Beauty tapped two artists: Lynsey Alexander for IRL makeup and Inès Marzat — aka Inès Alpha — for makeup in the virtual world. They work closely together, as well as with Miuccia Prada and Raf Simons, Prada’s co-creative directors.
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