Prada expands beauty with new makeup and skincare lines

Prada is strengthening its beauty offer with the launch of new makeup and skincare lines, both centred around the concept of "rethinking beauty".

The new beauty range will offer a "full skincare to complexion routine". It also focuses less on correction and more on protecting and enhancing.

In a post on Instagram, Prada Beauty described the move as "reimagining existing definitions and expectations with an avant-garde vision of beauty activated by tech and creativity".

Products include lipsticks, eyeshadows, foundations and creams, as well as a serum, cleanser, makeup remover and various beauty tools.

The refillable range will be available online from 1 August, later launching at selected retail partners, including Harrods and Selfridges.

To celebrate the launch, Prada has named makeup artists Lynsey Alexander and Ines Alpha as its new brand ambassadors.

The move is driven by L'Oréal Group, which has held the beauty license for Prada since 2021.

It adds to the increasing number of luxury brands getting involved with the beauty segment.

Last year, Estée Lauder Companies secured the beauty licence for Balmain to collaboratively develop, produce and distribute a line of beauty products - expected to launch in autumn 2024.

Additionally, Kering is currently pushing into the beauty category to help brands such as Bottega Veneta, Balenciaga and Alexander McQueen develop an expertise in beauty.

Prada is also up against luxury brands already operating in the beauty space, including Chanel, Dior, YSL and Armani.