Juliette Couturier
Paris
Juliette Couturier is the co-founder of MÊME: the first dermo-cosmetic brand specifically developed for and by people affected by cancer.
We interviewed Juliette about how MÊME began, a patient’s specific skincare needs when undergoing treatment and breaking taboos on cancer.
Behind The Business Woman
What is your background, and what led you to create this brand?
I studied at Sciences Po in Paris and did a dual degree at HEC business school. After that I did various internships, taking my time to find out which career direction I wanted to go in. I interned at LVMH and L’Oréal, working in marketing, which is when I met Judith Levy.
We both had promising futures at L’Oréal, but when Judith shared her idea for a project inspired by her mother’s battle with cancer, I knew that it needed to become a reality. In my family, several women had gone through cancer, so I understood the needs and the challenges of chemo on the skin. We decided to pursue it together, just 23 and still with six months of studies left to go! But we knew how important this was. We started with a clinical study and launched our first product in 2007. Today, we are proud to be 40 working at MÊME!
How did you conduct the clinical study¹?
It was at the Léon Bérard Center in Lyon, in collaboration with Professor Isabelle Ray-Coquard, an oncologist dedicated to patient support. We had product ideas based on feedback from women around us, including my mother who was undergoing treatment. Both she and her friends played a big role in the development process.
We also received vital support from our subcontractor, Laurent Dodet, president of P&B Group, who believed in our project despite our limited funds. He helped us develop prototypes, which enabled us to secure financing.
Why is the brand named “MÊME”?
Because “Même moi, je m’aime” (Even I love myself) has been our motto from the start. “MÊME” allows us to convey a lot of messages through our packaging. For example, our scalp mist is called “Même moi, je garde la tête haute” (Even I keep my head high), which helps spread messages of kindness, courage, and resilience during tough times. It’s a core part of what we do.
If you had to choose three words to describe your journey in creating MÊME, what would they be?
Firstly, I’d have to say “madness” because it took a leap of faith to embark on this crazy adventure! Then “expertise”, as we had to surround ourselves with the best people in terms of scientific and product expertise to bring our vision to life. Lastly, I’d choose “utility.” I feel like we’ve created something truly useful—for society and for the patients. Knowing we’re making a difference, even in a small way, gives me the strength to keep going through the tough times.
What are your most-loved products?
Our most emblematic product is the scalp mist, which soothes and nourishes the sensitive scalp irritated from wig-wearing and the cold. When you lose your hair, your scalp, which was previously protected, becomes very exposed. Oils are often too greasy, sticking to the wig or messy at night, so we wanted something more practical. .
Then we have our cleansing oil, which adds comfort and hydration with each wash. Our nail polishes, are also very popular in pharmacies because they’re formulated with natural ingredients and silica to strengthen damaged nails. Many women, even without cancer, use these because they’re gentle yet effective.
Are there new brands or experts addressing the same topic?
Yes, in New York, Dr. Mario Lacouture is a key expert, and in France, we’ve worked with Dr. Vincent Sibeau from L’Oncopole Toulouse. He helped design our clinical study and contributed to advancing the prevention and treatment of skin side effects from cancer treatments.
The French Association for Supportive Care in Oncology (AFSOS) is also doing vital work to promote socio-aesthetic care in hospitals. They recently published recommendations for managing skin toxicities in cancer patients and evaluated the role of dermo-cosmetics in improving patient quality of life.
Can you talk about the brand’s development and your future objectives?
Currently, we’re focusing on French-speaking countries, like Switzerland and Belgium, and Germany, too. Our goal is to make MÊME available to as many women as possible.
As we enter October, what message do you have for Breast Cancer Awareness Month?
This topic is important all year round, not just in October. However, Pink October does attract media attention which is great. This year, we’re focusing on breaking taboos, with the slogan: “The weight of silence should never add to the burden of illness. Together, let’s break the taboos of cancer.”
Even though cancer is becoming less of a taboo, there’s still a lack of conversation around issues like cancer and sexuality or cancer and poverty. There’s a certain silence, even among healthcare professionals, who prioritise treatment above all else. Patients often self-censor as well, avoiding these topics during consultations.
So, our mission this October is to break that silence and collect testimonies to share on social media, encouraging people to speak out.
Is there anything else you’d like to share?
As I’m often asked if MÊME products are suitable for people who are not affected by illness. And yes, they are perfect for those simply looking for healthy and safe products! Our priority will always be those affected by cancer, but we are very proud that our brand can also appeal to all women, no matter what stage of life they’re in.