Now L’Oreal scoops Miu Miu licence

Now L’Oreal scoops Miu Miu licence

THE WHAT? L’Oreal has announced that it has signed a worldwide long-term license agreement with Prada for the creation, development and distribution of luxury beauty products for the Miu Miu brand.

THE DETAILS The first fragrances are due to hit shelves in 2025.  The deal follows L’Oreal Luxe’s successful partnership with Prada; Prada transferred its licence to the French beauty giant from Puig in 2021. The Miu Miu licence was previously held by Coty.

“We are excited to announce this partnership with a distinctive and leading beauty player such as L’Oréal,” says Benedetta Petruzzo, Miu Miu CEO. “This new chapter will sustain the brand’s growth and help to further untap Miu Miu’s full potential in the category.” 

THE WHY? 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.”