Miu Miu Launches Miutine Fragrance with Emma Corrin

Miu Miu steps into a new beauty era with Miutine, the brand’s debut fragrance under its partnership with L’Oréal, fronted by acclaimed actor Emma Corrin.

Miu Miu and L’Oréal redefine fragrance collaboration

Miu Miu introduces Miutine, a feminine eau de parfum designed to capture “the ultimate essence of the Miu Miu woman: irreverent, youthful, and unconventional.” Miutine’s name is inspired by the French word ‘mutine,’ meaning rebel or mutiny, underscoring the spirit of independence and originality the scent aims to evoke.

Created in partnership with L’Oréal, the launch marks a pivotal shift for the luxury Italian fashion house, now under a new beauty and fragrance license following years with Coty.

Scent and design evoke rebellion and artistry

Master Perfumer Dominique Ropion describes Miutine as a fragrance for self-affirmation and personal confidence.

“The composition invites self-affirmation and confidence, creating a perfume for oneself away from any gaze. This colourful and modern composition captures the essence of the Miu Miu girl,” said Dominique Ropion.

The scent features vibrant citrus, a floral heart, and an earthy base of oakmoss and patchouli, with “subverted” chypre structure mingled with wild strawberry and brown sugar accords. The bottle design nods to Miu Miu’s signature Matelassé woven leather.

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Emma Corrin, the face of Miutine

Emma Corrin, best known for their Golden Globe-winning role as Princess Diana in Netflix’s The Crown and as a longtime Miu Miu ambassador, leads Miutine’s campaign directed by Sundance Jury Prize winner Hailey Benton Gates.

Commenting on their role, Emma Corrin shared:
“The scent represents all the aspects that I treasure and respect the most in myself and others; rebellion, expression, originality. It is one for the free spirits,” said Emma Corrin.

A new chapter for beauty at Miu Miu

The Miutine launch is part of Miu Miu’s larger strategy to “untap its full potential in the category,” as noted last year by CEO Benedetta Petruzzo when Miu Miu signed its licensing deal with L’Oréal. Founded by Miuccia Prada in 1993, Miu Miu follows sister brand Prada into the skincare and makeup sector, reflecting a trend among luxury houses to bolster sales through beauty innovation.