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FROM HERITAGE TO HYPE:HOW WE LAUNCHED MIURE
What does it take to launch a new beauty brand in 2026?
When miure came to Marnix and Ally,the foundations were already taking shape:
A bold new identity, an innovative product and big ambitions. Our job? Making sure people would talk about it. Together with the miure team, we built the PR strategy behind the brand’s arrival on the Belgian beauty scene — from defining the different stories worth telling and positioning founder Camille Parein, to introducing the brand to key editors, creating hands-on press moments and building momentum around launch.
Enter miure.
On September 1, miure officially entered the Belgian beauty scene: a new Belgian nail brand built around colour, creativity, innovation and a premium at-home experience. Behind the fresh identity lies serious expertise. Founder Camille Parein grew up within ProNails, the Belgian family business with more than 40 years of experience in professional nail care. For miure, that knowledge became the foundation for something entirely new: a consumer-first brand built for a new generation. And that made it an interesting PR challenge for us.
One brand. More than one story.
When we started working on miure, one thing became clear pretty quickly: there wasn't just one story to tell. There were several. THE BRAND STORY. A visually strong new beauty brand with 50 colours, innovative effects, a newly developed ergonomic applicator and a very clear aesthetic universe. THE FOUNDER STORY. Camille Parein, 29, building her own vision on top of decades of family expertise. THE INOVATION STORY. Products developed and produced in Belgium, backed by in-house product development and quality control. AND THE BIGGER BEAUTY STORY. The way a new generation approaches nails, self-care, fashion and personal expression.Instead of squeezing all of that into one launch message, we built different PR narratives for different audiences, media and moments.
A good launch doesn't start on launch day.
Long before miure went live, we started introducing the story to selected journalists and editors. For business and entrepreneurial media, the focus was on Camille, the family business and the ambition behind miure.For beauty and lifestyle media, miure itself took centre stage: the products, colours, design, campaign imagery and the experience of the brand. And rather than simply sending out products, we wanted key beauty journalists to actually experience miure: seeing the collection, testing the formulas and understanding the thinking behind the products. Because especially in beauty, seeing is good. Trying is better. That hands-on approach allowed us to build relationships and understanding before asking the media to tell the story.
HERITAGE AS A FOUNDATION, NOT A LABEL.
One of the most interesting strategic exercises was deciding how prominently ProNails should feature in the miure story. The answer? Enough to create credibility. Never enough to define the brand.miure benefits from more than four decades of knowledge, product development and Belgian expertise. But it isn't simply "ProNails for consumers." It has its own founder, identity, community, ambition and point of view. ProNails is the foundation. miure is the brand built on top of it. That distinction became an important guideline throughout our PR approach: use heritage to establish trust, while giving the new brand enough space to build an identity of its own.
AND NOW, miure IS LIVE.
The launch is only the beginning. From founder stories and beauty features to product placements, collaborations and new cultural moments, our job now is to keep creating reasons for miure to be part of the conversation. We don't believe in creating noise around one launch date. We build stories that give brands somewhere to go next. Welcome to the world, miure. ♡ All credits to The Supper Club for turning the miure universe into one seriously cool night.
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PR & PRESS For PR inquiries, interview requests, samples or additional information about miure ▲ Please reach out to: Astrid Cuvelier astrid@marnixandally.com General inquiries info@marnixandally.com
