Prada dives into cosmetics with a make-up and skincare line

By

Sarah Ahssen

Published
Aug 1, 2023

On Tuesday August 1, the Italian fashion house Prada launched a worldwide line of make-up and skincare products via its online site. The range will be available from mid-October exclusively at Sephora.com and Sephora Champs-Elysées.

A year ago, Prada unveiled "Prada Beauty", a platform dedicated to beauty launched in unison with Paradoxe eau de parfum. The launch marked a new stage in the brand's diversification strategy, which on the cosmetics side has been under licence with global beauty giant L'Oréal since 2019.

Prada, which launched its first fragrance in 2004 alongside the Catalan group Puig, had already offered skincare products in the past, but the line was discontinued around fifteen years ago. The brand is now getting back into the cosmetics game with a wide range of skincare products, as well as make-up, all positioned in a very premium segment.

On the skincare front, Prada relies on Adapto.gnSmart Technology, a patented complex that helps the skin adapt to its environment in real time through the use of adaptogenic plants. The Prada skincare range includes Prada Augmented Skin Day and Night Cream (€360 per 60ml and €290 per 60ml refill), Prada Augmented Skin Face and Eye Serum (€370 per 30ml) and Prada Augmented Skin Cleanser (€95 per 125ml). The formulations also carry a fragrance created by master perfumer Daniela Andrier, the nose behind "Les Infusions de Prada" collection.

On the make-up front, Prada is launching a range of 33 shades of foundation, "Prada Reveal". Designed to enhance the skin's luminosity and texture, this range uses a patented technology that optimises the diffusion of light thanks to an intelligent molecule (60 euros for 30 ml). The "Prada Colour" range also includes a vast selection of 26 shades of lipstick (45 euros, and 35 euros for a refill), as well as a palette of eye shadows and accessories.

In the first half of 2023, the Prada Group (Prada, Miu Miu....) reported a 17% increase in sales to €2.23 billion. The Prada luxury brand "remains on a solid trajectory" and Miu Miu "posted a remarkably strong performance, thanks to a strengthened identity and increased visibility," said Andrea Guerra, the group's CEO.