Mircea: A New Bathing Ritual with a Focus on Nature and Sustainability
Mircea's body washes function as a sacred countermeasure against TikTok's widely popular "all-in-one shower" trend.
Meet Mircea, a revolutionary personal care brand launched in April 2025 by Stéphane Chambran, a veteran of the beauty industry with two decades at L'Oreal Luxe under his belt. Chambran shares his passion for the natural world, particularly the ocean, and this shines through in Mircea's mission to reconnect us with the traditions and ceremony of bathing.
Named after Mircea Eliade, renowned author of The Sacred and The Profane, the brand aims to bring the sacred back into our everyday lives. Mircea offers three body washes, crafted with the same attention to detail as luxury fragrances, inspired by various archetypal landscapes. Each product strives to reintroduce nature into our bathing routines.
Sustainability is at the heart of Mircea's philosophy. A no-single-use plastic policy is just the beginning. The innovation lies in the groundbreaking formula—soluble crystals that need to be activated with water. This not only reduces the environmental impact of production but also eliminates the need to transport water, significantly reducing international shipping waste.
Mircea believes bathing should be about more than just cleansing; it's a chance for renewal. To achieve this, the brand prioritizes high-quality ingredients and thoughtful choices. As Chambran explains, "It's setting people up to have the best quality of day."
Drawing on his experience growing luxury brands at L'Oreal, Chambran has gathered the best in the industry, from frosted glass bottles inspired by Libyan glass to essential oils from Grasse blended by Robertet. The brand debuts with an edit of three signature scents: cyprus and eucalyptus, fig tree and peppermint, and cedar and rosemary, each deeply rooted in specific archetypes of the natural world.
Chambran speaks passionately about the power of the natural world to evoke universal ideas, whether it's the purity of mountains or the mysteries of the forest. To capture this essence visually, Mircea"s visual identity focuses on "bathed in light," creating imagery that evokes memories of golden hours spent bathing.
So, if you're looking for a bathing experience that transcends the routine and brings you closer to nature, look no further than Mircea.
Join Our Newsletter
Stay updated with daily doses of inspiration, escapism, and design stories from around the world. Sign up for our newsletter today!
For Mircea's design, the starting point was "bathed in light." This visual identity conveys a warm, evocative feeling, reminiscent of nostalgic memories spent bathing under the sun. Chambran believes in partnering with companies that share his values and appreciation for the environment. With a background in graphic design and a recent return to design school in Paris, Chambran collaborated with filmmaker Yentl Touboul and photographer Corentin Bertau to bring Mircea's brand identity to life. All photography was shot on film, fostering a sense of intentionality.
With a focus on simplicity, quality, and a commitment to sustainability, Mircea invites you to elevate your bathing ritual.
mircea.care
Mircea's lifestyle focus is not limited to personal care products but also extends to home-and-garden Practices, as the brand's commitment to sustainability encourages reducing waste and environmental impact, aligning with eco-friendly home and bathing routines.
The brand's visual identity, inspired by "bathed in light," is designed to bring warmth and evoke memories of the natural world, converging the home-and-garden and lifestyle aesthetics, creating a harmonious balance between indoors and outdoors.
