February Lilac: MÊME, beauty committed to fighting all cancers

Born from the experience of its founders, the MÊME dermo-cosmetics brand has made support for cancer patients the heart of its story. With the Février Lilas movement, it is now inviting all brands to get involved alongside it, well beyond Pink October.

When Judith Levy and Juliette Couturier launched MÊMEtheir approach was clear: to create skincare products designed for skin weakened by cancer treatments, but also to use their company to provide concrete support in the fight against the disease. Their promise soon went beyond the simple bottle on the edge of the washbasin: the aim was to improve the quality of life, confidence and relationship with the body of those facing chemotherapy, radiotherapy and surgery.

MÊME, a brand born of cancer and focused on patients

The brand MÊME Cosmetics brand is intimately linked to the personal stories of its founders, whose families and teams have been affected by cancer. Each product is designed to accompany the side effects of treatment: intense dryness, itching, weakened nails, hair loss. Behind the soft textures and streamlined packaging, one obsession: to make this medicalized daily life a little more bearable, a little softer.

Very early on, MÊME decided to go further than a simple comfort initiative. Right from the start, the young company committed to donating 1% of its sales to UNICANCER, Europe’s leading hospital network dedicated to the fight against cancer. It’s a powerful gesture for a brand that’s still in its infancy, and one that reflects a deep-seated conviction: self-esteem depends not only on care, but also on support for research.

Beyond Pink October: the birth of Février Lilas

Watching the rise of thePink October campaigns, the MÊME team feels both gratitude… and a sense of loss. Yes, breast cancer needs to be highlighted. But what about other cancers, less publicized, sometimes surrounded by taboos, which we face in silence all year round?

In 2023, the brand decided to create Février Lilasa movement inviting French companies to make a long-term commitment to all cancers. February is a natural choice: it’s the month that welcomes February 4, World Cancer Day. As for lilac, it’s the color of the ribbon that symbolizes the fight against all cancers, as a nod to all those stories that are less talked about.

The idea is simple: during the month of February – or beyond – participating brands support an association or research institution of their choice, according to their means. It’s a freedom that allows each brand to take up the subject without guilt, but with sincerity.

A growing movement, real donations

In just a few editions, Février Lilas has already brought together some fifty brands: beauty houses, lingerie, wigmakers, committed start-ups, fashion and service labels. All have chosen to donate a portion of their sales to organizations such as Unicancer, Ruban Rosethe Ligue contre le cancer, l’Institut Gustave Roussy, Tout le monde contre le cancer, RoseUp or Jeune & Rose.

The result: since 2023, over €80,000 has already been raised to advance research and provide better support for patients. A sum that illustrates the strength of this movement: everyone does “their bit”, but together, the impact becomes tangible.

What if your company joined the adventure?

Février Lilas is not a closed club. The campaign is designed to be open, accessible to young brands as well as established ones. The challenge is not the size of the donation, but the sustainability of the commitment. A capsule collection with a portion of sales donated, a solidarity product, an in-house operation, a community awareness campaign… every initiative counts.

For Février Lilas 2026, MÊME is once again calling on companies to “do their bit” too. The idea is to help drive back the disease by joining forces, multiplying concrete gestures, and reminding all those affected by cancer that they are not alone. Click here to join the Février Lilas adventure as a company.

Partner brands that have already signed up for the 2026 edition: Avène, Pomponne, Talm, Les Huilettes, Les Franjynes, MiYé, All Tigers, BLISS, Balzac Paris, Emily’s Pillow, Lueur Création Française, CHOOSE, Petit Détail, Belle&Rebelle, PiouPiou Cosmetics, Mezamé Paris, Super mamas, CLIC Perruques.

In Paris, it’s easy to imagine these brands coming together for a committed evening, bringing together associations, patients and medical teams. A way of proving that beauty can also be a vector of support, dignity and connection.