Mircea is a brand new private care model that launched simply final month (April 2025) by Stéphane Chambran, a former L’Oreal Luxe director of twenty years. ‘I’ve spent many years on this business,’ Chambran tells Wallpaper*, ‘and the large focus is at all times on make-up, skincare, and perfume. However we bathe each day, and it’s probably the most important ritual we’ve, and the oldest. These different issues are much more latest. So the ritual of washing actually deserves some consideration.’
Mircea is a brand new private care model placing the ritual again into bathing
(Picture credit score: Pictures by Corentin Bertau for Mircea)
Named for Mircea Eliade, writer of The Sacred and The Profane (1957), the model’s purpose is to reconnect us with the traditions and ceremony of bathing, which till comparatively just lately in human historical past was a completely outside affair, however for the reason that introduction of the glossy trendy lavatory has change into perfunctory and routine. Mircea has hit the market with three physique washes developed with the identical consideration to element because the most interesting luxurious fragrances. Impressed by completely different archetypal landscapes, every product brings a sacred connection to nature again into the on a regular basis exercise of washing.
Definitely, Chambran’s angle in the direction of the pure world is certainly one of reciprocity, knowledgeable by his love of the ocean. ‘I swim each day, and surf anytime I’ve the chance. I feel people who find themselves very related to the ocean have a sensitivity to plastic air pollution that’s extra concrete than for most individuals. Being within the ocean places you ready of humility, too,’ he says.
(Picture credit score: Pictures by Corentin Bertau for Mircea)
Mircea
Cypress and Eucalyptus Physique Wash
Inevitably, this implies Mircea has a no single-use plastic coverage. However the true innovation is within the formulation itself, which reaches clients within the type of soluble crystals which should be activated by including water. Not solely is the manufacturing of the crystals lower-impact than it will be to pre-mix a liquid product, however by not transporting the water, which makes up about 85% of a typical physique wash formulation, Mircea is considerably lowering the environmental harm finished by worldwide delivery.
‘Bathing has at all times been, and at all times must be, concerning the physique and the thoughts. Cleaning is about renewal. That’s why it’s essential to me to make use of the very best quality components and to be considerate about it. It’s setting individuals as much as have the very best quality of day.’
(Picture credit score: Pictures by Corentin Bertau for Mircea)
Mircea
Cedar and Rosemary Physique Wash
Naturally, after 20 years of rising the manufacturers in L’Oreal’s in depth luxurious portfolio, few persons are higher positioned than Chambran to deliver collectively the perfect of the perfect. These embrace frosted glass bottles impressed by Libyan glass, and 100% pure important oils from Grasse, blended by prestigious fragrance home Robertet. To launch, Mircea has began with an edit of simply three signature perfumes: cyprus and eucalyptus, fig tree and peppermint, and cedar and rosemary, each deeply rooted in a selected archetype of the pure world, of which Chambran speaks passionately.
‘I would like each fragrance to be a catalyst for imagining bathing in a selected place. The concepts we’ve of mountains or orchards or forests are common, the atmospheres we affiliate with them transcend geographies, histories, and tradition – the profound mysteries of the forest are the identical within the English tales of the knights of the spherical desk as they’re in historic Indian texts. Mountains are about purity, or being near the Gods, whether or not it’s in Chinese language philosophy or Greek mythology.’
(Picture credit score: Courtesy of Mircea)
Mircea
Fig Tree and Peppermint Physique Wash
To create the visible id for Mircea, Chambran’s place to begin was the phrase ‘bathed in mild’. Subsequently, the imagery is infused with an evocative heat that conjures up reminiscences of golden hours spent rinsing the seashore out of your hair. ‘It was essential to me to work with a neighborhood with the identical values and appreciation for the setting that I’ve,’ says Chambran, whose early-career was spent in graphic design and who, upon resigning his place at L’Oreal, returned to design college in Paris, partly to attach with a brand new technology of creatives.
With himself as inventive director, Chambran tapped filmmaker Yentl Touboul, whose background is working with indie surf manufacturers, and photographer Corentin Bertau to provide the model imagery. ‘We shot every thing on movie, no digital, in order that every thing feels very intentional,’ says Chambran. Certainly, ‘intention’ is on the very coronary heart of Mircea, a model whose invitation to reverie is the antidote to the plasticised manufacturing line of the TikTok ‘every thing bathe’.
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Supply: Wallpaper
