Mienne Body Care Campaign Features Julia Fox, Lourdes ‘Lola’ Leon and Parris Goebel

Julia Fox, Lourdes “Lola” Leon and Parris Goebel are the stars of a campaign by Mienne, a new body care brand based in California.

“Mienne was created to redefine the space where sensuality, skin care and design intersect,” said Steven Chester, founder and chief executive officer.

Mienne offers a line centered around intimacy.

“It’s not about sex, it’s about sensuality,” Chester continued. “The rituals of lathering, melting, massaging and layering become portals into a more awakened, embodied daily experience.”

The collection showcases a $55 Sex Serum, a non-silicone, gel-based lubricant with squalane and hyaluronic acid (with a travel version); an $85 body crème with oils and ceramides; $55 body wash with phyto collagen and hyaluronic acid; $45 bar soap with smoky and floral notes, formulated with shea butter, glucose, saffron and maca; $75 body serum with polyglutamic acid, hyaluronic acid, saffron and maca; $45 hand crème with hexapeptide-12, niacinamide, maca and ginger, and $75 massage candle, with beeswax, soybean oil and bergamot peel, in a preservative and paraffin-free holder designed for pouring.

The formulas are developed and packaged in the U.S. and France with labs that specialize in luxury skin care, according to Chester, who has a background in marketing and international business. He previously cofounded PDL Cosmetics with wife and actress Patricia de León.

The packaging is sculptural and eye-catching. “We wanted the packaging to echo the body, soft curves, unexpected contours and a sense of motion built into every silhouette,” said Julia Casella, Mienne’s chief marketing officer, in a statement. “These aren’t vessels to be hidden in a drawer. They’re meant to live on the vanity, to become part of the ritual.”

Out now at Mienne.com, the brand will be rolling out to Revolve and Rescue Spa next, with international partners coming this summer.

“We expect direct-to-consumer to drive 60 percent of our business in Year One with hospitality and retail making up the remainder,” Chester told WWD. “We are encouraged by the demand signals in hospitality and retail and expect those ratios to flip after our first year.”

Mienne was created to fill a white space, said Casella. “A place where skin care, body care, and intimacy could finally converge. Traditional sex products felt either seedy or clinical, while beauty stayed carefully surface-level. There was nothing that treated sensuality with both reverence and rigor.”

The launch campaign — titled “Mine by Mienne” — invited Fox (the model and actress best known for her role in “Uncut Gems”), Leon (singer, dancer and daughter of Madonna) and Goebel (the New Zealand choreographer and dancer) to self-direct a portrait series exploring the idea of self-pleasure, said Casella: “We handed the camera to our muses and asked them to turn it on themselves, as women claiming space, exploring their own rituals and capturing what seduction looks like when no one else is watching.”

Immersive pop-up experiences are in development for 2026. Of the Mienne consumer, Casella added, “She might be 27 or 57. It’s less about age and more about energy.”