Who is fragrance really worn for?

In recent years, fragrance has increasingly become a form of self-expression. Against this backdrop, Miu Miu Beauty’s new fragrance, Miutine Eau de Parfum, carries a clear message: a scent worn not for someone else’s gaze, but for oneself.

To celebrate the launch of Miutine Eau de Parfum, Miu Miu Beauty will hold a limited-time pop-up event at Roppongi Hills from July 1 to July 12, 2026. IVE’s Jang Wonyoung has also been appointed Miu Miu Beauty Ambassador for Japan and Korea.

Courtesy of Miu Miu Beauty

Miu Miu’s Vision of a New Femininity

Miu Miu has long built its world through contrasts: classic elegance and rebellion, intelligence and playfulness, refinement and youthful irreverence.

Miutine continues that aesthetic.

Courtesy of Miu Miu Beauty
At its core is the idea of defining beauty for oneself rather than conforming to established notions of femininity. Jang Wonyoung, newly appointed as ambassador, is introduced as a figure who embodies both polished elegance and youthful boldness.

Playfulness Within a Classic Chypre

Miutine was created by Dominique Ropion, one of the most influential perfumers of our time. The fragrance is built on a classic chypre structure, layered with fruity and gourmand notes. While rooted in tradition, it adds an unexpected sense of lightness and play.

Courtesy of Miu Miu Beauty
The top note opens with a juicy accord reminiscent of wild Mara des Bois strawberries. At the heart, a gardenia accord brings translucent floral radiance. The base blends brown sugar and bourbon vanilla extract, leaving a deep, sensual, and addictive trail.

A Toffee-Colored Matelassé Bottle

Miu Miu’s identity is also expressed through the bottle design. The toffee-colored matelassé bottle recalls the House’s signature leather goods. Classic beauty and contemporary sensibility coexist, giving the fragrance an object-like presence when placed on a dresser.

Courtesy of Miu Miu Beauty
Miutine Eau de Parfum
30mL: ¥14,300
50mL: ¥19,500
100mL: ¥26,200
Manufacturer’s suggested retail price

The World of Miu Miu Arrives at Roppongi Hills

The pop-up event opening on July 1 will feature a space centered around Azzurro Blue, a color associated with Miu Miu’s world. Visitors will be able to experience the scent of Miutine, along with special content including a dedicated photo booth.

Courtesy of Miu Miu Beauty
Today, fragrance is no longer simply a perfume. It has become an entry point into a brand’s broader universe. This pop-up offers an opportunity to encounter Miu Miu’s aesthetic through scent.

Luxury for Oneself

Contemporary luxury is shifting from something displayed for others to something that satisfies one’s own senses.

Miutine speaks to that change.

To wear fragrance not to be liked by someone else, but to feel more like oneself. With its playful reinterpretation of classic chypre and its free-spirited Miu Miu attitude, Miutine captures a new vision of femininity proposed by Miu Miu Beauty.