L’Oréal Groupe and Prada have signed a worldwide long-term license agreement for the creation, development, and distribution of luxury beauty products for the Miu Miu brand.
Following the successful collaboration with the Prada brand, Miu Miu is now joining the L’Oréal Luxe division for what L’Oréal Groupe called “a new beauty chapter”.
Miu Miu was created in 1993 by Italian fashion designer and businesswoman. Miuccia Prada. Since then, this unique luxury brand has been the incarnation of experimental creativity in fashion, L’Oréal Groupe said.
“With a light but always sophisticated touch, Miu Miu leads fashion, representing the courage to take risks, a razor-sharp instinct to respond to shifts in contemporary fashion and culture,” the company commented.
“The brand is an infinite source of inspiration for beauty and will resonate with an emancipated, sophisticated and conscious audience. This partnership marks the sign of a new era of interpretation of the beauty facet of the brand.”
The first fragrances under L’Oréal’s stewardship are expected to be launched in 2025. The agreement will be effective after passing any necessary customary regulatory approvals..
L’Oréal Luxe President Cyril Chapuy said, “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, fuelled 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.”
Miu Miu CEO Benedetta Petruzzo commented: “We are excited to announce this partnership with a distinctive and leading beauty player such as L’Oréal. This new chapter will sustain the brand’s growth and help to further untap Miu Miu’s full potential in the category.” ✈
