Building Muse & Heroine: A Conversation with Janine Knizia

Jan 26

Written By Future of Skincare

*MUSE & HEROINE

In 2020, while the world paused, Janine Knizia found clarity. After twenty years of constant motion in the fashion industry, this unexpected stillness became the catalyst for Muse & Heroine—a vision she had carried quietly for years.

The fashion world had taught her about aesthetics and excellence, but her true passion lay in understanding how beauty connects to the deeper currents of wellbeing. Moving between Germany, Italy, and Paris shaped her perspective on what this could mean: the uncompromising focus on quality she witnessed in German craftsmanship, the Italian reverence for life's sensual pleasures, the French art of making beauty feel effortless and essential.

Muse & Heroine emerged as a reflection of these insights. On the surface, it's a highly curated beauty and wellness platform, known for turning away 95% of brands that approach it. But spend time with Janine, and you understand it's really about creating space for transformation. Whether through the digital platform that reaches a global audience or the intimate Healing House in Paris, her work explores how beauty rituals can become moments of genuine healing and renewal.

Her approach is both pragmatic and deeply personal. She moves fluently between discussions of scientific innovation and spiritual wellbeing, between longevity research and ancient wisdom. It's this ability to bridge worlds—to see beauty as both an art and a science, both personal and universal—that gives her work its distinctive character.

Read our conversation with Janine below as she shares her insights on conscious beauty, the science of aging well, and building a movement that goes beyond trends.

Your journey began in fashion, and you pivoted to clean beauty and holistic wellness. What sparked this transition, and how did your earlier career influence your new path?

My journey into clean beauty and holistic wellness was a natural evolution of my passion for self-expression and self-care. Fashion taught me that beauty isn't just about what we wear—it's about how we feel, the confidence we exude, and the way we nurture ourselves. While working in fashion, I became increasingly aware of the impact that our choices have on both our bodies and the environment. I realized that true beauty goes beyond aesthetics; it's deeply connected to wellness, sustainability, and authenticity.

This realization sparked my transition into clean beauty. I wanted to create and advocate for products that not only enhance outer beauty but also respect the body and the planet. My earlier career in fashion gave me a strong foundation in understanding trends, storytelling, and the importance of individuality—all of which have shaped my approach to developing clean beauty solutions. It also instilled in me the value of creativity and the ability to craft experiences that resonate deeply with people.

Ultimately, this path allows me to blend my love for innovation with a mission to empower others to feel beautiful inside and out. It's incredibly rewarding to know that my work can inspire positive change while honoring the holistic connection between beauty, wellness, and sustainability

What was the biggest challenge of launching Muse & Heroine in 2020, during such an uncertain global moment?

Honestly, the transition was one of the most pivotal and liberating moments of my career. After two decades of constant travel and a whirlwind schedule, I finally had the chance to pause and fully immerse myself in realizing my dream project: Muse & Heroine. It was a moment of pure alignment, where my passion for clean beauty and holistic wellness came to life in the most empowering and joyful way.

The experience of creating Muse & Heroine was not just about building a brand; it was about championing a movement—one that inspires people to embrace mindful living, celebrate self-care, and connect with beauty on a deeper level. Of course, there were logistical hurdles along the way, like navigating supplier dynamics and ensuring product availability, but I consider these ‘luxury problems.’ The bigger picture was so energizing and fulfilling that the challenges became stepping stones, not obstacles.

Living between Germany, Italy, and Paris has given you a global perspective. How have these cultures shaped your vision for Muse & Heroine?

Living between Germany, Italy, and Paris has been an extraordinary gift that has profoundly shaped my vision for Muse & Heroine. Each culture has a unique approach to beauty, wellness, and lifestyle, and these perspectives have inspired the ethos of Muse & Heroine.

From Germany, I’ve drawn a deep respect for precision, sustainability, and a no-compromise approach to quality. The German mindset of valuing function and purity is at the heart of our commitment to clean, effective formulations that deliver maximum results.

Italy, on the other hand, taught me the art of indulgence and celebrating life’s pleasures. The Italian love for craftsmanship, sensuality, and beauty has influenced the way we curate and present our products.

And then there’s Paris, the epitome of effortless elegance. Living there has shown me the beauty of everything, and that certain ‘je ne sais quoi’ that comes from confidence and self-assuredness. Parisian women embrace beauty as a way of life rather than a performance, and this has greatly inspired the holistic and mindful approach of Muse & Heroine.

By weaving together these cultural influences, Muse & Heroine is not just an online store or a platform—it’s a global celebration without any borders of beauty, wellness, and self-care that feels authentic, elevated, and deeply rooted in the values I’ve absorbed from living in these incredible places.

You describe Muse & Heroine as a “holistic lifestyle destination.” What does that mean to you, and how do you bring this multidimensional concept to life?

To me, describing Muse & Heroine as a 'holistic lifestyle destination' means creating a sacred space that nurtures the mind, body, and soul and skin—where beauty isn’t just skin deep, but an integral part of a balanced and mindful way of living. It’s about redefining beauty as something that’s rooted in wellness, sustainability, and self-care, rather than a single product or fleeting trend.

Bringing this multidimensional concept to life starts with a highly curated selection of high-performing products that are not only luxurious but also aligned with our values of purity and performance. But it goes beyond just offering products—we aim to be a source of inspiration, education, and connection. Through thoughtful storytelling, immersive experiences, and collaborations with visionaries in beauty and wellness, we’ve created a platform that encourages our community to embrace self-care as a lifestyle, not a routine.

For example, our focus on rituals rather than routines encourages a slower, more intentional approach to beauty. We pair that with resources like expert insights, personalized recommendations, and content that highlights the interconnectedness of beauty, health, and the environment. Muse & Heroine is about creating a journey—a holistic transformation that empowers individuals to look, feel, and live their best.

From a fast-growing online platform to a physical space with the Healing House in Paris, how has your vision for the brand evolved over the last four years?

Over the past almost 5 years, my vision for Muse & Heroine has evolved in exciting and transformative ways. From starting as a content-driven online platform to opening the Healing House in Paris, the journey has been about constantly staying at the forefront of the industry and pushing boundaries. I’ve always aspired for Muse & Heroine to be more than just an online store—I wanted it to set the standard for a certain longevity lifestyle .

The online platform allowed us to reach a global audience, offering carefully curated products and a digital space for inspiration and education. But as the brand grew, I felt a strong desire to create something tangible—a physical space where people could fully immerse themselves in the Muse & Heroine philosophy. That’s how the Healing House in Paris came to life. It’s a sanctuary, a place where we bring our holistic ethos into reality by blending beauty, wellness, and community in a deeply personal and transformative way with the best treatments and the best therapists.

Staying ahead of the curve has always been my goal. Whether it’s championing innovative beauty technologies, leading the way in ingredient research, or redefining what self-care looks like, my vision is to continually inspire and evolve with our audience. Muse & Heroine has grown into a movement, and the last four years have been about expanding that vision while staying true to our core values—always leading, always innovating, and always inspiring people to live beautifully and consciously on a daily base.

Longevity, science, and spirituality are at the heart of Muse & Heroine. Why do you think this holistic approach resonates so strongly with today’s consumers?

Longevity, science, and spirituality are deeply interconnected, and I believe this holistic approach resonates so strongly with today’s consumers because people are seeking more meaning and balance in their lives. Modern consumers are incredibly savvy—they no longer want quick fixes or superficial solutions. Instead, they’re looking for authentic beauty and wellness practices, biohacking insider tips that support their long-term health, emotional well-being, and connection to something greater.

Science gives them the assurance of efficacy and results. They want products that are backed by research, rooted in innovation, and proven to work. Longevity appeals to their desire for sustainable self-care—practices and rituals that nurture the body and mind over time, rather than relying on fleeting trends. And spirituality adds an emotional and soulful dimension that makes their routines feel purposeful and transformative. It’s about addressing the whole system, not just their skin.

In a fast-paced, often overwhelming world, this holistic approach speaks to a growing need for simplicity and alignment. It provides a way for consumers to slow down, be intentional, and feel empowered by their choices. Muse & Heroine isn’t just about selling products; it’s about creating a lifestyle that reflects their values, aspirations, and desire for deeper connection and a long healthy life. That’s why this blend of longevity, science, and spirituality feels so relevant—it aligns with the collective shift toward conscious living and self-care that truly matters.

Your curation process is famously rigorous—you reject 95% of brands that approach you. What qualities make a product truly Muse & Heroine-worthy?

Our curation process is at the heart of what makes Muse & Heroine stand out, and it’s something we take immense pride in. Rejecting 95% of brands isn’t about exclusivity for its own sake—it’s about ensuring that every single product we offer aligns with the highest standards of quality, integrity, and effectiveness. To be truly Muse & Heroine-worthy, a product must embody three key qualities: purity, efficacy, and a deeper purpose.

This rigorous curation ensures that Muse & Heroine remains a sanctuary of trust, excellence, and inspiration—a place where our community knows every choice is intentional and every product is extraordinary.

Can you share examples of brands or products that surprised you or exceeded your expectations?

Every single product of our Muse & Heroine portfolio – no exception!

Muse & Heroine curates more than beauty—products span wellness tools, sexual health, and even fashion. Why is it important to offer a complete lifestyle approach?

Offering a complete lifestyle approach is central to the Muse & Heroine philosophy because true wellness goes far beyond just beauty. It’s about creating harmony in every aspect of life—mind, body, and soul. By curating products that span wellness tools, sexual health, and even fashion, we’re empowering our community to embrace self-care in its most holistic and multidimensional form.

Beauty isn’t isolated; it’s deeply intertwined with how we feel physically, emotionally, and spiritually. A glowing complexion comes not just from skincare but also from the way we nourish ourselves, how we manage stress, and even the intimate connection we have with our own bodies. Sexual health, for example, is a critical but often overlooked aspect of overall wellness, and addressing it openly and thoughtfully is essential to living a balanced and vibrant life..

This complete lifestyle approach allows us to offer more than products—we’re creating a curated world where every item contributes to a sense of well-being, confidence, and empowerment.

The Healing House feels like a sanctuary in the heart of Paris. What inspired you to create this intimate and transformative space?

The Healing House was born out of a desire to create something truly special—an intimate sanctuary where people could reconnect with themselves and experience the essence of Muse & Heroine in a physical, tangible way. The idea was to go beyond the digital platform and create a place where our community could immerse themselves in holistic rituals, connect with experts, and discover the transformative power of self-care in a deeply personal and meaningful way. It’s not just a space—it’s an experience with an expert. The inspiration also came from my own journey. After years of constant travel and a fast-paced lifestyle, I realized the importance of having a sacred space to slow down, heal, and recharge. Everyone who`s leaving this space, feels new born.

11. How do you see consumer attitudes toward clean beauty and conscious living evolving over the next few years?

Consumer attitudes are evolving rapidly, and the term ‘clean beauty’ is beginning to feel outdated. It’s no longer just about being ‘clean’ or free of harmful ingredients—today’s consumers are looking for something much deeper and more meaningful. They’re demanding transparency, sustainability, and performance all at once, and they want brands to take a 360-degree approach to wellness and conscious living.

I see the future of beauty and lifestyle moving toward what I call ‘intentional beauty.’ This is about products and practices that are not only safe and clean but also purpose-driven, science-driven, high-performing, and deeply aligned with personal values.

Consumers want to know the full story behind a product.

Expanding into the Middle East and other regions presents exciting opportunities. What excites you most about these new markets?

I don’t really think in terms of ‘markets’—I see the world as one interconnected global community, where borders are becoming less relevant and shared values take center stage. Today’s consumers are united by a collective desire for authenticity, purpose, and impact, regardless of where they live

You’ve built Muse & Heroine into a platform with global reach and a devoted community. What do you think draws people to the brand and its philosophy?

People are drawn to Muse & Heroine because it’s truly unique and I personally decided to put my face out there and share lots of my personal lifestyle, private values and life goals. Muse & Heroine is longevity platform that offers more than just beauty and health products, but an entire lifestyle, a philosophy of intentional living, holistic wellness, and authentic beauty. Our rigorous curation, commitment to science and effectiveness, and the way we inspire deeper connections to self-care set us apart. It’s a sacred space where our community feels seen, supported, and part of something meaningful and transformative

As a leader, you balance creative vision with hands-on curation. How do you maintain focus and inspiration while running a fast-growing company?

Maintaining focus and inspiration while running a fast-growing company is a lifelong learning process for me, and honestly, it’s not always easy. As a perfectionist, I’m constantly striving for the best of the best, 24 hours a day. It’s both my greatest challenge and my greatest passion. I’m deeply invested in every detail—from creative vision to hands-on curation—because I want everything we do at Muse & Heroine to reflect excellence, performance and authenticity.

While this drive pushes me to innovate and stay ahead of the curve, it also requires finding moments to pause and recharge, which I’m still learning to embrace. Ultimately, it’s my passion for what I do, combined with the joy of creating something meaningful, that keeps me inspired and motivated every day. At the heart of it all, my ultimate goal is to grow old as young as possible—so in a way, everything I do is also for myself! It’s a deeply personal journey of aligning my passions with my lifestyle, which makes my work not just rewarding but truly fulfilling

With such a demanding role, how do you personally stay grounded and connected to your own wellness?

Love, love, love—that’s my secret. I feel deeply loved, and it’s this abundance of love that keeps me grounded and connected to my own wellness. It’s also what fuels me to share that love with others, whether through my work, my relationships, or my everyday interactions. Love is the foundation of everything I do, and it’s what keeps me balanced and inspired, even in the midst of a demanding role.

Who or what inspires you most in your personal and professional journey?

What inspires me most are the stories people share with me—how they’ve transformed their lives and their health through Muse & Heroine. Hearing how we made a real difference over the last few years is incredibly powerful and energizing. These personal journeys remind me why I started Muse & Heroine and fuel my passion to keep pushing boundaries and creating something truly meaningful.

With such a fast-moving industry, where do you see the future of clean beauty and holistic wellness heading?

The future of clean beauty and holistic wellness is heading toward hyper-personalization, deeply grounded in science and focused on longevity and health span. It’s no longer just about looking good—it’s about supporting long-term health, resilience, and vitality through solutions that are tailored to each individual. Advances in diagnostics, research, and ingredients will enable us to address unique biological needs, while also aligning with personal values and aspirations.