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Sexual Healing, in a Perfume Bottle

The luxury fragrance-meets-wellness brand tapped Isamaya Ffrench and Mia Khalifa as the first faces for its ‘sexual energy’-themed launches, founder Yasmin Sewell exclusively told The Business of Beauty.

Mia Khalifa and Isamaya Ffrench pose for Vyrao Ludeaux and Ludatrix campaign — Vyrao founder Yasmin Sewell said she chose Isamaya Ffrench and Mia Khalifa because she was "in awe of their sexual energy." (Alex Leese)

Brennan Kilbane

02 September 2025

BoF PROFESSIONAL

It was a cosmic kind of coincidence. Mia Khalifa, the former adult film actress and recent founder of swimwear and jewelry label Sheytan, had been burning an orris and frankincense incense so often that friends came to associate the smell with her home. That incense was called “Witchy Woo,” one of the first scents launched by Yasmin Sewell’s fragrance label Vyrao in 2021.

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John Cena Turns Beauty Influencer for Neutrogena

The American drugstore mainstay has tapped the pro wrestler and actor — and oft-memed — John Cena to front its latest campaign, betting that his broad appeal and a touch of humour can help the brand get back on track.

Tilda Swinton Stars in New Tom Ford Fragrance Campaign

The Estée Lauder-owned brand revealed Swinton as the face of the new Black Orchid Reserve on Friday.

Maison Margiela Taps Miley Cyrus For First-Ever Celebrity Campaign

The singer appeared in a number of portraits shot by Paolo Roversi for the brand’s Autumn/Winter 2025 campaign.

About the author

Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

In This Article

Topics

Beauty:Fragrance

People

How Dwayne Johnson Made a Skincare Brand Men Actually Buy

The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.

Opinion: Harry Styles Is Selling Sex — Even If Wall Street Won’t

The successful restock of a vibrator and lube from Styles' beauty and wellness brand Pleasing shows how celebrities are sustaining the sexual wellness category, writes Bloomberg's Jessica Karl.

The Business of Beauty Global Awards: An Update on 2025’s Winners

Following their Global Award wins, founders from Akt London, Yse Beauty and Ruka share how the recognition changed their business trajectories.

Is Harper Beckham Beauty’s Next It Founder?

This week, Priya Rao examines Gen Alpha’s next big brand, Hiku.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

Bella Freud on Fashion and the Art of Getting People to Open Up | The BoF Podcast

The designer and podcaster joins Imran Amed to reflect on the emotional power of clothes, what Vivienne Westwood taught her about rebellion and how Fashion Neurosis has unlocked a new chapter in her creative life.

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