Jasmine Tookes Channels Miranda Priestly to Brunel’s New Campaign

 

Jasmine Tookes Channels Miranda Priestly to Brunel’s New Campaign

A Campaign With a Point of View

The video, fronted by fellow model Sara Sampaio, is Brunel’s most pointed creative statement to date. The premise is clean: the Brunel team, exhausted by the market’s parade of overly sweet-smelling lotions loaded with neither efficacy nor glow, sets out to formulate something categorically better. Tookes plays the exacting editor who won’t settle, and the parallel lands.

It is rare for a body care brand to anchor a campaign in such a culturally legible reference without it feeling forced. The Devil Wears Prada framing works here because the brand’s critique of the existing lotion market is genuine, not performative.

What’s Inside the Awakening Vital Radiance Body Lotion

The formulation is where the campaign’s confidence gets its backing. Brunel built the Awakening Vital Radiance Body Lotion around skincare-level actives rather than the fragrance-first approach that dominates mass-market body care.

• Glycerin delivers long-lasting hydration by pulling moisture into the skin
• Vitamin C works to brighten and even out skin tone
• Niacinamide boosts the skin’s natural luminosity from within
• Caffeine tones and firms, addressing the texture concerns most lotions sidestep entirely

The formula is designed to leave skin silky smooth with a natural, non-greasy radiance. That specific combination of brightening and toning actives in a body lotion, rather than a serum or oil, represents a formulation decision that still sets Brunel apart from the category norm.

Price and Where to Buy

Brunel’s Expanding Vision for Body Care

Tookes co-founded Brunel in 2025 alongside Harvard MBA and former private equity investor Sabrina Castenfelt. The brand launched with a trio of mood-elevating body oils developed in partnership with fragrance house International Flavors and Fragrances. The Awakening Vital Radiance Body Lotion marks Brunel’s first move into lotion format, a signal that the brand is deliberately broadening its body care ecosystem rather than staying anchored to a single product category.

The brand’s original thesis, that the body care market was choosing between science-forward formulas and beautifully fragranced ones without offering both, continues to define its product development. The new lotion applies that same logic to a format with far wider consumer reach than body oil

The Bigger Picture

Brunel’s timing aligns with a documented surge in the category. Prestige body care sales grew 6 percent year-over-year according to Circana, and consumer appetite for skincare actives applied below the neck has accelerated sharply. A $36 body lotion with niacinamide, vitamin C, and caffeine would have been positioned as an outlier two years ago. Now it reads as exactly what the market asked for.

The Devil Wears Prada campaign is the kind of move a brand makes when it is confident in the product. Tookes has clearly earned that confidence.