diff --git a/pkgs/build-support/rust/hooks/maturin-build-hook.sh b/pkgs/build-support/rust/hooks/maturin-build-hook.sh
index 57e4e12b4f1e..3f4625a4bc32 100644
--- a/pkgs/build-support/rust/hooks/maturin-build-hook.sh
+++ b/pkgs/build-support/rust/hooks/maturin-build-hook.sh
@@ -23,11 +23,16 @@ maturinBuildHook() {
         "--target" "@rustcTargetSpec@"
         "--manylinux" "off"
         "--strip"
-        "--release"
         "--out" "$dist"
         "--interpreter" "$interpreter_name"
     )
 
+    if [ -n "${maturinBuildProfile}" ]; then
+      flagsArray+=("--profile" "${maturinBuildProfile}")
+    else
+      flagsArray+=("--release")
+    fi
+
     concatTo flagsArray maturinBuildFlags
 
     echoCmd 'maturinBuildHook flags' "${flagsArray[@]}"
diff --git a/pkgs/by-name/ma/maturin/package.nix b/pkgs/by-name/ma/maturin/package.nix
index 51d013195197..0ef8df0dc624 100644
--- a/pkgs/by-name/ma/maturin/package.nix
+++ b/pkgs/by-name/ma/maturin/package.nix
@@ -12,16 +12,16 @@
 
 rustPlatform.buildRustPackage rec {
   pname = "maturin";
-  version = "1.9.6";
+  version = "1.10.0";
 
   src = fetchFromGitHub {
     owner = "PyO3";
     repo = "maturin";
     rev = "v${version}";
-    hash = "sha256-hMMX59nq9Wusb0XZb8i5/EmQiPL4WopuZX7maycj0J4=";
+    hash = "sha256-txbMVkbws/3mvYsxf332WhTymsVdr6JlgQoi85e4pgE=";
   };
 
-  cargoHash = "sha256-hNFbRtt/sVlEffu7RgXxC1NHzakP8miMyHIV/cf4sfM=";
+  cargoHash = "sha256-2eLzT9Ozz7p43hbysoE5isLuithqJhvo8TfRZnklzf4=";
 
   buildInputs = lib.optionals stdenv.hostPlatform.isDarwin [
     libiconv