Yesterday, Miu Miu has unveiled Miutine, its first fragrance launch under the L’Oréal license, fronted by English actor and longtime brand ambassador Emma Corrin. The eau de parfum, rolling out globally this week, embodies the brand’s playful, rebellious spirit and introduces a new chapter in Miu Miu Beauty.
Ladan Lari, global general manager of Miu Miu Beauty, described Miutine as “the emblem of the new chapter we are opening,” noting its appeal to Gen Z’s preference for individuality and irreverence. Corrin, celebrated for their roles in The Crown and A Murder at the End of the World, was chosen for their bold independence and close connection to the house.
The fragrance name riffs on the French word mutine (“rebel”). The packaging reflects Miu Miu’s signature design codes: a matelassé-textured bottle, chestnut hue, and an azzurro-blue box. Prices range from $36 for 10 ml to $172 for 100 ml. Industry sources estimate first-year retail sales could reach €150 million.
Last year, L’Oréal Group announced that it had signed a long-term licensing agreement with Prada to jointly develop luxury beauty products for the Miu Miu brand. At the time, Miu Miu and L’Oréal expected to launch the brand’s first fragrance under L’Oréal in 2025.
