Miutine, the first Miu Miu fragrance under L’Oréal, soon to be discovered in Paris

Miu Miu marks its return to fragrance with Miutine, a chypre creation launched under license from L’Oréal. A highly anticipated release in Paris.

From September 2025, Miu Miu enters a new olfactory era with the launch of Miutine, its first fragrance developed under the auspices of the L’Oréal Luxe group. This marks a turning point for the Italian house, which is seeking to capitalize on the +49% growth recorded this year, particularly among the younger generation.

Entrusted to master perfumer Dominique Ropion, Miutine’s composition plays on a contemporary chypre structure. The opening reveals citrus notes, followed by a floral heart on a background of patchouli, oakmoss, bourbon vanilla and wild strawberry, with a gourmand touch of brown sugar. A strong yet balanced signature, at the crossroads of sophistication and Miu Miu’s own mischievous spirit.

A familiar aesthetic, an assertive positioning

As for the bottle, there’s no break with the past. The design takes up the visual codes already seen on previous Miu Miu fragrances: faceted glass with a quilted effect, a sequin-like cap, all in a marron glacé hue, a nod to the brand’s iconic leather goods. This strategic choice ofrange effect ensures a visual continuity appreciated by long-time fans.

In Paris, where the house is firmly established in the luxury landscape, Miutine is preparing to enter Parisian department stores such as Le Bon Marché and Galeries Lafayette. A must for high-end perfume lovers in search of new products.

A campaign embodied by Emma Corrin

Launched with an international campaign, Miutine is worn by Emma Corrin, revealed in The Crown. This muse brings an arty, quirky touch, in line with Miu Miu’s image, always positioned between intellectual fashion and youthful aesthetics.

With this release, Miu Miu joins the growing list of fashion houses that are making beauty a priority area of growth. In Paris, as elsewhere, this strategy could well appeal to customers in search of affordable luxury.

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