L’Oréal Groupe has entered into an exclusive worldwide license agreement with Miu Miu, a subsidiary of Prada S.p.A. This long-term agreement, announced on 9 February 2024, covers the creation, development, and distribution of luxury beauty products under the Miu Miu brand. This move marks a new chapter in beauty for Miu Miu.
Miu Miu, established in 1993 by Miuccia Prada, is celebrated for its independent and unconventional spirit. The brand’s distinct identity, characterized by its boldness in taking risks and responding to contemporary fashion and cultural shifts, positions it as a source of inspiration for beauty.
The partnership with L’Oréal Luxe, L’Oréal’s luxury division, is ready to leverage Miu Miu’s unique brand positioning, complementing L’Oréal Luxe’s portfolio of iconic brands and aiming to strengthen its global leadership in fragrances. The first fragrances under this new collaboration are anticipated to launch in 2025, pending customary regulatory approvals.
Cyril Chapuy, President of L’Oréal Luxe comments: “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.”
Benedetta Petruzzo, Miu Miu CEO comments: “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.”
