Miu Miu Beauty is building out its roster of U.S. ambassadors in tandem with its product offerings.

Having debuted Miutine in August, the brand has named three accompanying ambassadors for the U.S. Paloma Elsesser, Coco Gauff and Chloë Sevigny front the Petra Collins-lensed digital project promoting the launch.

“Miutine is a scent that doesn’t beg to be understood — it simply exists, with confidence,” Collins said in a statement. “It’s not about being seen. It’s about being felt. This is a celebration of women who exist on their own terms. Women who know the rules — and quietly undo them.”

The U.S.-specific ambassadors join the global face of the fragrance, English actor Emma Corrin. Miutine is the brand’s first fragrance launch under licensee L’Oréal, and the juice was nosed by IFF master perfumer Dominique Ropion. At the time of its launch, industry sources estimated Miutine to reach 150 million euros in first-year retail sales.

“We want Miutine to be the emblem of the new chapter we are opening on Miu Miu,” said Ladan Lari, global general manager of Miu Miu Beauty at L’Oréal, at the time of the launch.

“We think with Miutine, we can offer the young generation a space for this deliberate insouciance,” Lari continued. “We want to give the definition of this Miutine girl in motion.”

It’s been a busy season for L’Oréal’s Luxe division, which has named Usher the face of a new Ralph Lauren fragrance; opted to resurrect Studio 54 for a Valentino Beauty party, and introduced Prada Paradigme with fellow celebrity face Tom Holland.