L’Oréal Groupe has signed a long-term license with Prada S.p.A for the creation, development, and distribution of the luxury beauty products for the Miu Miu brand. Miu Miu had previously been the subject of a deal with Coty as far back as 2013.
The agreement builds on an existing agreement on the Prada brand under the L’Oréal Luxe division.
The first fragrances under L’Oréal are expected to be launched in 2025.
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, said, “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.”
!['Mented is a very strong addition to the West Lane platform of beauty and wellness businesses, and we are excited to work with [co-founder] KJ [Miller] and the team to continue providing high quality products to Mented's loyal customer base,' said Michael Wentz, a vice president at West Lane.](https://img.gcimagazine.com/files/base/allured/all/image/2024/04/370162342_682917563865368_4553016856103776370_n.66268d872fb63.png?auto=format%2Ccompress&fit=crop&h=191&q=70&rect=0%2C0%2C1080%2C1080&w=340)
