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.

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.

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.

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.