Nearly ten years ago, the beauty division of Miu Miu made its first entrance with fragrances. After several quiet years, the line now returns under the L’Oréal Group with a more ambitious scope, intent on establishing itself as an enduring player in the beauty industry. At the center of this renewed vision is Miutine Eau de Parfum, a scent imagined by master perfumer Dominique Ropion. Its name is a mischievous twist on the French word mutine, meaning “rebel,” and it bottles the spirit of the Miu Miu woman.

Built upon the timeless codes of the chypre family, the composition takes on a playful and modern direction. A sparkling top of wild strawberry, specifically the rare Mara des Bois variety prized for its complexity and depth, opens into a luminous gardenia accord at the heart. This is grounded by a gourmand base of brown sugar and bourbon vanilla, grounded by earthy patchouli and oakmoss. The fragrance arrives in a toffee-toned matelassé flacon, a nod to the house’s iconic leatherwork. The design is finished with a sequin-inspired black cap and a chestnut hue that recalls Miu Miu’s accessories.

Courtesy of Miu Miu Beauty

To capture this new spirit, Miu Miu turned to its global ambassador, Emma Corrin, whose distinctive presence embodies rebellion, wit, and constant transformation. The campaign, directed by Hailey Benton Gates, unfolds cinematically in a library where Corrin discovers the word “Miutine,” which leaps from the page into life and defines irreverence in motion. Corrin, a Golden Globe winner celebrated for their portrayal of Princess Diana in The Crown.

Together, these elements mark a bold new chapter for Miu Miu Beauty, one that positions the brand with broader ambition and a fragrance that celebrates rebellion as self-expression.

Courtesy of Miu Miu Beauty