Julia Fox, Lola Leon, and Parris Goebel showcase lotions and potions as “objects of desire” in this standout launch.
Meet Mienne, billed as the first luxury house devoted to desire, and on a mission to infuse everyday routines with eroticism. The debut campaign is fronted by an illustrious trio of muses – actress Julia Fox, choreographer Parris Goebel, and singer-model Lourdes “Lola” Leon – who collectively bring Mienne’s vision to life. Fox, Goebel and Leon each exude a bold sensuality in this campaign that lends itself Mienne’s mantra of pleasure-forward self-care.
Positioning itself as the first luxury beauty house devoted entirely to desire, Mienne is carving out a unique niche at the intersection of skincare and seduction. The brand’s philosophy of “everyday eroticism” turns personal care into an intimate ritual. Each formula blends high-performance actives, like niacinamide or hyaluronic acid, with aphrodisiac botanicals like ginger, maca and ashwagandha to awaken the senses. The simple act of massaging on a cream or lathering up becomes an invitation to indulge, as everyday skincare steps transform into erotic moments of pleasure. Even the packaging plays a role in the seduction – Mienne’s design-forward vessels are as elegant and tactile as objets d’art, meant to be displayed and savored in equal measure.
Mienne’s launch campaign leans into its Muses’ authentic allure and creative vision. Rather than traditional glossy ads, the brand handed Fox, Goebel and Leon the cameras and let each woman self-direct a series of intimate portraits exploring her personal rituals of pleasure. The resulting imagery radiates the composure, confidence and liberated sensuality that define Mienne. Together, they personify Mienne’s belief that seduction is as much about self-possession as it is about indulgence.
In an era awash with wellness brands, Mienne manages to feel like a refreshing provocation. Founder and CEO Steven Chester conceived the brand to redefine where sensuality, skincare and high design intersect, elevating bodycare into an art form of desire. In this way, Mienne is staking a stylish claim in the luxury bodycare landscape – hinting that the new apex of indulgence might just be feeling truly good in your own skin.
