A New Chapter in Miu Miu Beauty
BeautyRival – Miu Miu has officially launched Miutine, its first fragrance under the L’Oréal license, with English actor Emma Corrin as ambassador. The fragrance reflects the brand’s bold and unconventional identity. Moreover, it marks an exciting new era for Miu Miu Beauty. According to Ladan Lari, global general manager of the division, “Miutine is the emblem of the new chapter we are opening.”
Emma Corrin as the Perfect Match
Corrin, widely recognized for The Crown and A Murder at the End of the World, has worked with Miu Miu since 2020. Their fearless self-expression and individuality align perfectly with the brand’s values. In addition, Corrin explained, “Miu Miu is about fun, breaking the rules, and expressing yourself authentically.” Therefore, their role as the fragrance’s global face feels both natural and impactful.
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The Story Behind the Name
The name “Miutine” derives from the French word mutine, meaning rebellion. To personalize it further, Miu Miu added the letter “i.” Consequently, the term connects directly to the brand while symbolizing freedom, playfulness, and femininity beyond the male gaze. Furthermore, the fragrance especially targets Gen Z, who often seek authenticity and independence in self-expression.
The Design and the Scent
Miutine’s bottle design draws inspiration from Miu Miu’s signature matelassé quilting. Meanwhile, its sequin-inspired cap and azzurro blue box emphasize a sense of elegance with a twist. Inside, master perfumer Dominique Ropion blended wild Mara des Bois strawberry with gardenia, enhanced by jasmine and rose. As a result, the fragrance combines playfulness with sophistication. At the base, moss, amber, and patchouli add depth, creating a modern chypre with a cheeky edge.
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Campaign and Spirit
The fragrance’s campaign, directed by Hailey Benton Gates, highlights Corrin defining what it means to be “miutine.” In the film, they portray someone who knows the rules yet refuses to be limited by them. Moreover, the Prague-set visuals mix elegance with humor, reinforcing the rebellious but refined image of the brand. Consequently, the campaign speaks directly to young consumers who value individuality.
Global Goals
With prices ranging from $36 to $172, Miutine offers accessibility while retaining luxury appeal. In addition, Miu Miu expects the fragrance to achieve worldwide recognition. Industry sources estimate retail sales could reach €150 million in the first year. Therefore, the brand hopes Miutine will secure a place among the top global fragrances.
