Prada Unveils Paradigme as Latest Entry Into Expanding Beauty Portfolio
Prada has announced the global launch of Paradigme, a new men’s fragrance positioned as the house’s largest men’s scent debut to date. The launch, scheduled for August 5, features a campaign starring actor Tom Holland and directed by Thomas Vinterberg. It follows the house’s recent expansion into beauty under the L’Oréal license and builds on the commercial success of Luna Rossa Ocean and Paradoxe.
Industry sources estimate Paradigme could generate €200 million in first-year retail sales. Pricing begins at €100 for a 50ml eau de parfum, with refillable options available.
A Structural Departure
Developed by DSM-Firmenich perfumers Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville, Paradigme inverts the traditional olfactory pyramid by bringing base notes—typically reserved for dry-down—into the initial impression of the fragrance. These include Peru balm absolute, benzoin resin, and guaiac wood. The heart features bourbon geranium with floral and rosy nuances, while Calabrian bergamot adds freshness at the top.
According to Prada Beauty’s global president Yann Andrea, the fragrance was designed to reflect evolving models of masculinity. The project draws parallels to Paradoxe, the brand’s women’s fragrance launched in 2022 with a similarly conceptual framework.
Brand Strategy and Creative Direction
The campaign, launching August 18, was developed in collaboration with director Thomas Vinterberg. Prada selected Holland for his existing relationship with the brand and broad international recognition. In interviews, Holland cited the fragrance’s versatility and understated character as key appeals.
Creative direction came with input from Miuccia Prada and Raf Simons, who have been closely involved with Prada Beauty’s brand-building since its inception under L’Oréal.
Design and Sustainability Features
Paradigme’s packaging includes a refillable bottle made with 15% recycled glass and a composition containing multiple biosourced ingredients. Prada reports that using the refill system reduces glass use by 65%, plastic by 75%, and eliminates metal waste entirely when compared to purchasing three separate bottles.
The bottle’s angular form and green coloration differentiate it from common men’s fragrance packaging, which continues to skew toward darker tones.
Broader Context and Product Expansion
The release of Paradigme marks another step in Prada Beauty’s three-pronged expansion strategy across fragrance, skincare, and makeup. Following the launch of Paradoxe, which now ranks among the top 10 women’s scents in key global markets, the brand introduced color cosmetics and skincare in 2023, with products performing especially well in Asia.
Prada’s recent beauty bestsellers include the Reveal Mesh Cushion Foundation, Monochrome Soft Matte Lipstick, and Pradascope Lengthening Mascara, indicating momentum across categories.
While Prada has not shared sales targets for Paradigme, the fragrance is expected to serve as the house’s new masculine signature, supporting broader brand growth within the luxury beauty segment.
