Julia Fox has been tapped to front the latest campaign for Lemme, the wellness brand founded by Kourtney Kardashian Barker. The campaign launches Lemme Play, a new cherry-flavored gummy designed to support sexual wellness. Known for her breakout role in Uncut Gems and a growing portfolio of edgy fashion collaborations, Fox appears alongside Kardashian Barker in a video that blends playful vintage aesthetics with a direct pitch to consumers seeking libido-boosting supplements.
LIFESTYLE
In the advertisement, Fox lounges in a bubble bath, her platinum-blond hair teased into a 1960s bouffant as she picks up a retro phone to call Kardashian Barker. She asks about a mysterious package of Lemme Play gummies, setting the tone for a product positioned as both cheeky and functional. The spot leans heavily on Fox’s camp appeal and Kardashian Barker’s wellness credibility, introducing the product with a combination of glamor and informality that mirrors the brand’s overall tone.
View this post on Instagram
Lemme Play officially launches Kardashian Barker’s brand into the sexual wellness category. The gummy formula includes ingredients such as the S7 nitric oxide complex, horny goat weed, and maca root, compounds often associated with increased blood flow and energy. Simon Huck, cofounder of Lemme, explained that consumer interest helped drive the brand toward innovation in this space.
The launch builds on Lemme’s previous foray into functional confections. In 2024, the brand released Lemme Glow Lollipops, a beauty supplement disguised as a treat, with ingredients like vitamin C, cocoa butter, and collagen peptides. The lollipops tapped into a similar fusion of indulgence and benefit, appealing to consumers looking to simplify their routines while enhancing specific aspects of well-being. With Lemme Play, that logic extends into intimacy.
As Lemme Play enters the wellness market, the campaign sets a clear tone, sex supplements don’t have to be clinical or hidden. With a glossy video, familiar faces, and a colorful product to match, Lemme aims to position itself at the center of a growing movement where wellness, beauty, and pleasure are part of the same conversation.
