Julia Fox, Lourdes “Lola” Leon, and Parris Goebel are the faces of Mienne, a new body care brand emerging from California that aims to combine sensuality, skincare, and design. Founded by Steven Chester, who has a background in marketing and cosmetics, Mienne is set apart by its philosophy of intimacy. Chester strongly emphasizes that the brand’s focus is not solely on sex, but rather on creating a sensual experience through daily rituals of lathering, massaging, and layering products. He believes these acts can transform our daily self-care routines into richer, more embodied experiences.
Mienne offers an array of products that cater to this newfound understanding of intimacy. Among the highlights are a $55 Sex Serum—a gel-based lubricant enriched with squalane and hyaluronic acid—and an $85 body crème formulated with a blend of oils and ceramides. The collection further includes a body wash priced at $55 that features phyto collagen, a $45 bar soap infused with shea butter and saffron, a $75 body serum with polyglutamic acid, a hand crème for $45 containing niacinamide and ginger, as well as a $75 massage candle crafted from beeswax and soybean oil. Each of these products is designed not only for effectiveness but to also be part of a ritualistic experience.
All formulations are crafted in laboratories in the U.S. and France, specializing in luxury skincare. Chester’s prior experience in the beauty industry, particularly co-founding PDL Cosmetics with his wife, adds credibility to the venture. The aesthetic of Mienne is intentionally sculptural, a fact that Julia Casella, the brand’s Chief Marketing Officer, highlights. The packaging is designed to be eye-catching and beautifully crafted, encouraging customers to display them rather than tuck them away. Casella envisions these products not just as items in a drawer but as integral parts of a self-care ritual, enhancing the experience of intimacy and sensuality.
Now available at Mienne.com, the line will soon expand to retailers like Revolve and Rescue Spa, with plans to reach international markets later in the summer. Chester predicts that direct-to-consumer sales will account for 60% of their business in the first year, with hopes that retail and hospitality sales will grow over time. This strategic approach aims to fill a gap in the market, where traditional sex products often feel either unappealing or overly clinical. Mienne aspires to treat sensuality with the respect and attention it deserves, merging skincare with intimacy in a holistic way.
The launch campaign, aptly named “Mine by Mienne,” showcases the three stars in a series of self-directed portraits that explore self-pleasure. Casella describes the vision: providing these women the autonomy to capture their own experiences of intimacy—unfiltered and personal. This self-exploration reflects the brand’s ethos: to encourage women to embrace their sensuality and capture its nuances when uninhibited by others’ gazes. The initiative aims to celebrate individuality while promoting a deeper understanding of personal rituals.
Mienne is forward-thinking, with plans for immersive pop-up experiences slated for 2026. The brand is designed for a diverse demographic; Casella notes that their consumers can range from 27 to 57 years old, emphasizing that it’s not about age but rather a shared energy and openness to exploring intimacy in new ways. With its innovative approach to merging sensuality, skincare, and artful design, Mienne is poised to carve its niche in the wellness landscape, inviting everyone to embrace, celebrate, and elevate their personal experiences of intimacy.