Miutine: Are We About to Smell Like the Miu Miu Girl?
Miutine Fragrance. Courtesy of Miu Miu Beauty.
Miu Miu has officially stepped into the world of beauty with the launch of its first fragrance, Miutine, and it’s already making waves. Created with L’Oréal Luxe and composed by master perfumer Dominique Ropion, Miutine opens with the rare and juicy Mara des Bois strawberry, before unfolding into a mix of gardenia, rose and jasmine. The dry-down lingers with brown sugar, bourbon vanilla, patchouli, moss and amber, evolving playfully yet elegantly on the skin. The bottle feels like a fashion object on its own, with toffee-tinted glass and a glossy sequined cap, the sort of thing you want displayed in your bedroom, on your dresser, where it quietly says chic.
Miutine Fragrance. Courtesy of Miu Miu Beauty
Fronting the campaign is Emma Corrin, one of Miu Miu’s most exciting muses. They describe Miutine as joyful, rebellious and complex: fun and lasting, like sunshine and femininity. Shot in Prague by director Hayley Benton-Gates, the campaign embodies the cheeky, intelligent energy Miu Miu has become known for, with Corrin channeling a young spirit that feels impulsive, cool and effortlessly chic.
Emma Corrin for Miu Miu Beauty. Courtesy of Miu Miu Beauty
The question is, will Miutine become the next “it” fragrance? Can it grow into an icon like Chanel No. 5 and Baccarat Rouge 540? Will we smell it everywhere from now on? The timing is perfect. Gourmand scents are exploding, searches have gone up nearly 90%, and Miutine’s balance of sweet strawberry and sophisticated earthiness positions it right at the heart of the trend. So the question isn’t whether everyone will ‘smell like a Miu Miu girl’, because obviously, it's rather what that actually means. Maybe it’s this blend of chic rebellion, playful sweetness and understated sophistication, the essence of the Miu Miu aura captured in a bottle.
Price-wise, Miutine sits in a sweet spot of accessibility and aspiration. From about 36€ for 10 ml to 170€ for 100 ml, it positions itself above celebrity fragrances like Kylie Jenner’s but well below the heights of niche luxury houses like Guerlain. For a brand that is at its cultural peak, this pricing feels smart, luxurious enough to feel exclusive, but still attainable to those who want in.
Miutine Fragrance. Courtesy of Miu Miu Beauty
A perfume is far more than a beauty accessory; it is the part of an outfit and the invisible energy that lingers after you leave the room. A fragrance has the power to alter how others perceive you and, more importantly, how you perceive yourself. The psychological effect is enormous: the scent you choose can unlock memories, shift your moo, and even change the way you carry yourself. One day it sharpens your edge, the next it softens your presence, and in both cases it shapes your aura as much as any outfit ever could. Fashion houses and celebrities have realized this, turning fragrance into an extension of identity, a wearable signature of personality. With Miutine, Miu Miu is bottling its entire brand DNA: playful, feminine, rebellious. Whether it becomes a sell-out hit or evolves into a cult classic, Miutine has already secured its place as one of the most significant beauty launches of the year.