L’Oréal Groupe takes on new luxury beauty brand

L’Oréal Groupe and Prada S.p.A has announced the signature of a worldwide long-term license agreement for the creation, development, and distribution of the luxury beauty products for the Miu Miu brand.

Following the successful collaboration with Prada brand, Miu Miu is now joining the L’Oréal Luxe division for a new beauty chapter.

 Miu Miu was created in 1993 from the independent spirit of Miuccia Prada. Since then, this unique luxury brand has been experimenting creativity in fashion.

The first fragrances under L’Oréal are expected to be launched in 2025. The agreement will be effective after customary regulatory approvals, if any.

Cyril Chapuy, President of L’Oréal Luxe 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, 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 added: “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.”