Miu Miu invites itself into the world of beauty
Prada’s little sister takes a big step into the world of cosmetics. And 2025 could well mark an unexpected turning point for Miu Miu.
A new era begins for Miu Miu with L’Oréal Luxe
In February 2024, Miu Miu announced a major agreement with L’Oréal, entrusting the French multinational with the creation, production and distribution of its beauty offering. Miu Miu leaves Coty, its previous licensee, to join a luxury division already boasting names such as Valentino Beauty, Lancôme and Mugler.
This partnership is part of a clear strategy: capitalize on the brand’s ultra-desirability to establish itself in an ultra-competitive cosmetics universe. The house founded in 1993 by Miuccia Prada intends to make its mark, starting with a new fragrance planned for 2025.
A proven method… inspired by Prada Beauty?
Although no precise date or product visuals have yet been unveiled, the shadow of a familiar strategy looms large: that used by L’Oréal for the launch of Prada Beauty. Two and a half years after signing the license, the group launched a fragrance, Paradoxe, before expanding into make-up and skincare lines.
This cautious choice, based onemotional and olfactory anchoring, could be replicated for the brand. The name, the bottle, the campaign… everything will be scrutinized.
Miu Miu at the peak of its power
This turnaround comes at a particularly strategic time. Buoyed by bold collections and acclaimed artistic direction, Prada’ slittle sister is one of the world’s most sought-after brands. In 2024, it exceeded one billion euros in sales for the first time. It reached 1.37 billion, with a staggering +93.2% year-on-year growth.
This meteoric rise makes it an ideal racehorse for L’Oréal. Especially at a time when the global beauty market is experiencing a slight slowdown. Betting on an up-and-coming brand that already has a cult following is a wise choice.
An olfactory gamble to watch
Aficionados are wondering: will the future fragrance be bold, mischievous, minimalist? Will it evoke the brand’s preppy-arty universe, or radically depart from it? The anticipation is palpable.
This launch could lay the foundations for a complete beauty ecosystem. Like Prada Beauty today, it would feature a strong visual identity and structured storytelling. And an assertive dialogue with Gen Z.
Things to remember
📍 A fragrance is planned for 2025, the fruit of the new alliance with L’Oréal.
🚀 The brand is entering a slow but promising market, with explosive potential.
Also read: Vegan hair care in Paris: salons committed to responsible beauty
