Valentino Beauty introduces Born in Roma Hair & Body Mist collection
To promote the product, the brand released a campaign video set in a transformed pinball machine that highlights the mists’ multi-sensory appeal through vivid lights, motion, and textures.
USA – Valentino Beauty has expanded its popular Born in Roma line with a fresh addition of Hair & Body Mists, set to arrive in stores during June 2026.
These mists provide a light, airy scent layer for both hair and skin, establishing a new playful perfuming routine.
According to the brand, these products will first appear on the Sephora app on June 10, 2026, followed by a nationwide rollout on June 17 at major retailers including Sephora, Ulta, Macy’s, and Dillard’s.
Housed in vibrant, fully studded 100ml bottles that embody the brand’s bold aesthetic, the mists serve as portable couture items for everyday use.
Four indulgent, food-inspired scents mark the debut: Golden Coconut, Caramel Crush, Vanilla Bliss, and Salty Pistachio, each reimagining the Born in Roma essence with brighter, more radiant profiles featuring notes like coconut, caramel, vanilla, and pistachio.
According to Valentino, users can layer these mists with matching Born in Roma fragrances to customise their scent profile, including pairing Born in Roma Donna Eau de Parfum with Vanilla Bliss Mist for deeper vanilla intensity, or Born in Roma Donna Yellow Dream Eau de Parfum with Golden Coconut Mist for added luminosity.
This approach creates a personalized “wardrobe of scents,” though limited to these specified combinations.
The launch revolves around the “Valentino Summer Fair” concept, infusing campaign visuals, retail setups, and imagery with playful summer fair motifs: duck fishing for Golden Coconut, balloon darts for Caramel Crush, tin can alley for Vanilla Bliss, and a claw machine glow for Salty Pistachio.
Meanwhile, Valentino Beauty ended its operations in South Korea earlier this year, four years after entering the market in 2022.
L’Oréal Korea, the brand’s local operator, has shuttered all offline stores in department stores, with the official online mall slated to close by mid-2026.
This retreat highlights the mounting challenges faced by imported luxury beauty lines in a market increasingly dominated by agile local competitors.
The brand launched in March 2022 via a pop-up store in Seoul’s trendy Hannam-dong neighbourhood, captivating shoppers with its signature vibrant red and pink packaging.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
