Valentino Beauty expands its Born in Roma fragrance collection with the launch of Born in Roma Hair & Body Mists, a new product category designed for scent layering, portability, and playful daily use. The collection introduces four mists: Golden Coconut, Caramel Crush, Salty Pistachio, and Vanilla Bliss.
FRAGRANCES
The launch responds to younger consumers who already use fragrance in more personal and flexible ways. Claudia Marcocci, global president of Valentino Beauty at L’Oréal, described the release as a new category for the brand. The mists give Born in Roma fans another way to wear scent across the body and hair, while allowing each fragrance to mix with existing perfumes from the line.
Golden Coconut brings a floral, musky scent with the freshness of a coconut macaron. Its notes include a clean accord, solar flowers, and coconut accord. The result gives the collection a bright, creamy opening, with a summer mood that connects clearly to the hair and body mist format.
Caramel Crush takes a richer gourmand direction. The scent features caramel accord, Damask rose absolute, and Bourbon vanilla, building a warm profile around sweetness and floral depth.
Salty Pistachio introduces a creamy floral scent inspired by salted pistachio ice cream. Its notes include amber, bergamot, whipped cream, and pistachio accord. The fragrance combines freshness, warmth, and dessert-like texture, giving the collection a playful note with a distinct character.
Vanilla Bliss follows a sweet, creamy gourmand direction. The scent takes inspiration from a vanilla milkshake, with creamy milk accord, Damask rose absolute, and Bourbon vanilla infusion.
The mists also address scent layering, one of the key habits shaping fragrance use among younger customers. Valentino Beauty suggests combinations, including Born in Roma Donna eau de parfum with Vanilla Bliss, while also encouraging personal pairings across the collection. The format supports a more flexible approach to fragrance, giving consumers space to refresh, layer, and adjust scent throughout the day.
The 100-ml bottles carry a lightweight version of the Born in Roma studded design. The lower-alcohol format makes the products easier to carry and suitable for different moments, including summer use, hair application, and on-the-go fragrance refreshes.
Valentino Beauty supports the launch with a campaign titled Valentino Summer Fair. The visuals connect the mists with carnival-style attractions, including duck fishing, balloon darts, tin can alley, and claw machines. The concept continues through retail experiences and activations planned in the United States and across Europe, including Paris, Berlin, Düsseldorf, Madrid, and Lisbon.
Born in Roma Hair & Body Mists launch in Europe first, followed by the United States this month. The collection brings a new format to one of Valentino Beauty’s strongest fragrance franchises, using gourmand notes, body-and-hair application, and mixable scent profiles to extend Born in Roma into a more playful daily ritual.
