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Prada Beauty made its European debut in August. On January 15, it hit Sephora.com and Nordstrom.com. And on February 9, the brand feted its U.S. debut with a party held in Brooklyn’s Williamsburg. It was attended by the brand’s “U.S. Partner,” Sofia Richie Grainge, as well as Maude and Iris Apatow, Katie Holmes, Avantika Vandanapu, Charli D’Amelio, Dylan Sprouse, and Meredith Duxbury. The day before, Prada Beauty opened its first U.S. retail base, within Nordstrom’s 57th Street store. Later this month, it will launch in 26 U.S. Sephora doors. And in March, it will launch in Bloomingdale’s, both online and in-store.
Prada Beauty was developed under L’Oréal, after the beauty conglomerate acquired the Prada Beauty license in January 2021. The new brand encompasses skin care and makeup at a prestige price point: a lip balm set to become a hero SKU retails for $50, while the brand’s serum sells for $410.
Richie, who has 11 million followers on Instagram and 3.6 million on TikTok, has a yearlong contract with the brand, which will see her posting paid content and attending brand fashion shows and other events on behalf of the brand. “She has this youthful, refreshing and sophisticated energy and fashion sense that resonate with her audience and the Prada Beauty audience,” said Laura Hibbard, avp of brand engagement for Prada Beauty & Couture Brands at L’Oréal. The brand has also paid influencers including Meredith Duxbury and Steph Hui to create content on TikTok around its lip collection.
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English (US) ·