Pioneering Wellness: AMA's Holistic Approach to Beauty and Balance
*AMA
*AMA
Life has a way of leading you back to where you started.
For Margaux Palluy, the founder of AMA, her beginnings were deeply rooted in nature and the warmth of family life. Her youth was characterized by a buoyant spirit. However, like many, the pressures of a distinguished career in luxury, the complexities of family dynamics, and personal challenges began to weigh on her. It was during the intimate moments of motherhood and her frequent encounters with nature that Margaux felt a pull towards renewal. This sentiment, combined with her training in acupuncture and energetics, paved her journey back to herself.
AMA stands as the culmination of this personal odyssey. More than just a company, it represents a manifesto of Margaux's evolution. With a unique ethos that seamlessly integrates therapy and beauty, AMA asserts the belief that beauty isn't merely skin deep—it's a reflection of one's overall well-being. “Like Earth, our bodies deserve reverence. Just as nature provides all we need to rejuvenate, align, and prosper, so too do we possess these abilities," Margaux reflects.
Leveraging her vast experience in the cosmetics sector and her intimate connection with natural therapies, Margaux has thoughtfully curated a collection of esteemed brands for AMA. But it's her unwavering dedication to the tenets of humanity and nature that truly distinguishes her. If you've attended an AMA pop-up, you'd recognize that it's more than just an event—it's an immersive experience. It encapsulates Margaux Palluy's belief in genuine, tangible connections, providing a sanctuary from our increasingly digital world.
AMA offers a holistic approach to well-being, fusing expert therapy with natural treatments. These curated experiences aim to restore, rejuvenate, and realign. In an era dominated by digital interfaces, AMA's pop-up events emphasize human interactions, reminiscent of a time when experiences were tangible and sensory.
Stay with us as we explore this entrepreneurial venture further, and see firsthand how AMA is redefining the wellness narrative.
As the founder, what inspired you to AMA? Can you share the story behind your entrepreneurial journey and how it led to the creation of this concept?
I grew up close to nature and in a lively home. I’ve always had memories of precious moments of sharing, joy and a life that breathes. I have always kept a positive mindset and been full of energy, which allowed me to balance my professional and personal life even with very intense career. Between an intense professional career in the luxury industry, the dynamics of a family with 4 children and the separation with my husband, I was quickly caught up in a stressful rhythm. A cycle that innately found me disconnected from my soul – where I went beyond my own limits and found myself broken on countless occasions.
Motherhood planted the seeds of renewal within me. Welcoming my children gave me breaks that helped me to stay on course and gradually awaken my consciousness. Countless immersions in nature, where my body spontaneously regained its tempo, finally convinced me that another way of life is possible. A life that is more aligned and more respectful. I therefore decided to start training in acupuncture and energetics, to get even closer to nature, and I surrounded myself with therapists who were able to guide me on my path towards a reconnection with my soul.
AMA was born from my personal journey, my reconciliation with my true nature and my desire to pass it on and share. AMA embodies my joyful, generous and optimistic vision, in which nature regains an essential place in our lives, and gives a new meaning to caring for others.
Can you define the concept of AMA in a few lines? How would you describe the unique essence and vision behind your brand?
AMA offers a new approach to well-being, a complete range that brings together an expert community of therapists, as well as natural treatments and products. Through the online platform and immersive experiences, AMA invites you to reconnect with nature and reveal your true nature. I believe in a world where everyone can feel better. By opening our hearts and minds and working together, I believe we can take better care of ourselves, others, and nature.
I truly believe that as humans we reflect what is happening in nature. We are just a small part of a enourmous eco-system. Like the Earth, our body should be respected and honoured. Like nature, which unfolds with season after season, we have all of the resources we need to revitalise, align and flourish.
Every human being is unique. In my opinion, well-being lies in the subtle harmony between our personal balance – physical, psychological and emotional – our connection to nature and our relationship with others. All aspects of well-being work together to create this unique and beneficial harmony.
This is exactly why I've created this wellbeing ecosystem where therapists, treatments and natural products are combined to provide solutions to various needs, via a website and pop-up stores. The basis of our approach: the AMA well-being check-up. This unique check-up is accessible online and free. It helps to identify your needs to rebalance your body for long term results. Above all, taking care of yourself starts with self-awareness and self-knowledge.
AMA's concept seems to bridge the gap between inner and outer beauty. How does the integration of therapy and beauty products create a harmonious and interconnected experience for individuals seeking both emotional and physical well-being?
AMA helps individuals to achieve greater well-being and natural balance. Through the prism of well-being, we act for beauty, for ourselves and for the environment. Well-being is based on a subtle harmony between our personal balance – physical, psychological, and emotional – our connection to nature and our relationship with others. Beauty comes from within: if we feel good, aligned with our nature and our well-being, we are naturally beautiful inside and out. Well-being and beauty are intimately linked. By approaching each person as an individual (psychologically, emotionally, and physically) and as a whole, we support the benefits combining complementary therapies for greater effectiveness, complementing with natural treatments and products for greater well-being and beauty. AMA's new holistic approach to well-being allows us to fully nurture our head, heart, and body balance and to find harmony in & out.
Could you shed light on the process of selecting partner therapists for AMA? What criteria do you consider when choosing therapists to collaborate with, and how do you ensure they align with the values and vision of your brand?
As part of our commitment of holistic health, AMA selects and connects its customers with therapists who complement conventional medicine and add to the expertise of other therapists for greater effectiveness. It is to work together and bring together the expertise of many different therapists to take better care of our customers.
Each AMA therapist is met, consulted, or recommended by another therapist in the ecosystem. Their diplomas and proof of professional insurance are required to be a part of the ecosystem. I personally exchange with all therapists to be sure of their competence and that they share the AMA values and vision. The selection process therefore takes time, I prefer quality over quantity, forging a personal bond with all of them.
We have also drawn up a charter of commitment (available on the website) in collaboration with a lawyer, which therapists sign when they join the AMA circle of expertise. In the current context of « witch-hunts » against natural practices, I believe it is crucial to ensure the ethics of therapists to avoid any complaints from medical associations and to reassure our customers and therapists alike.
AMA offers a curated selection of beauty and wellness brands. How do you go about sourcing these brands, and what factors do you take into account when deciding which ones to feature in your space?
I worked for a long time in cosmetics brand development at Unilever, L'Oréal and Puig, and I have been likewise practicing natural therapies for 15 years. So, I drawn on my personal experience. I have had a close eye on the market and trends as well as meeting brands, testing products, observing key players, and following product launches for the past 3 years.
Based on my professional experience and this fertile environment, I decided to choose only natural and French brands for AMA to promote eco-responsible well-being. But with the market overflowing with products on offer, I try to find the best brands to guide consumers. I have mainly selected brands that have points of differentiation: ingredients, sourcing, packaging, a strong founder's story, etc., from well-established brands like On The Wild Side to promising young start-ups such as Ofa Karri or Eclo. I always make sure we share the same values and test the products to check their effectiveness.
The wellness industry is constantly evolving with new trends and innovations. How do you stay ahead of the curve and ensure that AMA remains at the forefront of the industry?
I fully agree. It is vital to follow trends and try to stay one step ahead. This is what I have always done in my previous jobs.
For AMA, my market research and information come from my professional network. I regularly attend key markets fairs. I'm also a member of CEW - Cosmétiques Executive Women. The CEW offers a broad platform for debate, discovery and inspiring, enriching meetings with leading experts, suppliers and leading brands or start-ups. CEW has inspired and nurtured me enormously. I am likewise a member of Band of Sisters, a powerful and virtuous ecosystem of 250 active women united through creation. Band of Sisters is an ambitious feminine, united, and committed, sorority. I have met several of my partners through Band of Sisters.
AMA emphasizes the importance of self-care rituals. How do you recommend incorporating these rituals into busy modern lifestyles, and what benefits can individuals expect from incorporating these practices into their daily routines?
Having juggled an extremely intense professional and family life and a confusing marriage for 20 years, I know what busy modern lifestyle is! I was in total apnea, not listening to my body, always just trying to keep up. I have been through it and managed to get out of it. I am happy to be able to pass on my experience.
Each person is different and evolves differently based on their life experiences. AMA offers solutions depending on each person's problems with various therapists, treatments, products, inspiration, advice, recommendations, gestures, rituals, etc.
AMA's approach is based on the well-being assessment, which allows you to question your relationship with yourself, with others and with nature. This checkup highlights the areas that need support. From there, our customers are directed to therapists and products that can help them achieve greater well-being and even by all the online sources of information (social networks, websites, blogs, newsletters, etc.) and our pop-up events (treatments, workshops, conferences, etc.).
AMA places a strong emphasis on education and empowerment. How do you provide customers with the knowledge and resources they need to make informed decisions about their skincare routines and overall well-being?
Education and empowerment are key to AMA's relationship with our customers. One of the strengths of the concept relies on the ecosystem of experts. I am convinced that by combining each of our strengths and knowledge, we can work better. AMA therefore draws on the expertise of each of our partner brands and therapists. We use their knowledge and resources, which we combine according to well-being, skincare, and beauty themes to be even that much more relevant. All information is relayed using all our digital channels (the website, blog, social networks, newsletters, etc.) and our exclusive pop-up events (boutiques & advice, consultations, workshops, conferences, etc.).
AMA 's brand values include authenticity and transparency. How do you ensure that these values are reflected in every aspect of the brand, from product development to customer interactions?
AMA's values revolve even more around Human and Nature. 2 key pillars for a sustainable world.
We are aware of the power of nature and the bond that unites us.
We are committed to guiding all individuals, with humility and pleasure, to help them balance their mind, heart, and body.
We respect nature and the nature of everyone, by providing beneficial support that respects the uniqueness and autonomy of each human being.
We cultivate a joyful, optimistic state of mind, anchored in the present moment.
We want to work together to be more effective.
We collaborate with our team of therapists and our partner brands, and work hand in hand with you on your tailor-made journey.
All these values are at the heart of every aspect of AMA, and we make sure that our global well-being offer embodies them.
AMA is known for its pop-up experiences, creating unique spaces where customers can engage with the brand and its products. Can you tell us more about the inspiration behind these pop-ups and the impact they have on the AMA community?
We live in an ultra-connected world where almost everything happens online. AMA is a concept centered around people. We must see, talk, touch, listen, feel... to really take care of ourselves. The true link between therapists/brands and our customers is essential. I have also worked in retail for 20 years and know the importance of the in-store customer experience, which uses our senses, which builds loyalty and converts. I could not envision a purely online offering! Therefore, creating an omnichannel concept, online and in-store, was a no-brainer.
Today's consumers are volatile, looking for novelty, uniqueness, and experience. Creating these unique events, each with a different theme and exclusive programming, is a way to create a unique place for ourselves on the market and grow and keep our BTC and BTB community alive.
Can you share any upcoming projects or initiatives that AMA has in the pipeline? How do you envision the brand evolving and growing in the future?
The next AMA pop-up will take place October 12-15 again at Heureux les Curieux (Paris 3è), after a great success of our 1st edition. We will have exclusive offerings to help you to take care of yourself in autumn via consultations with therapists, massages & treatments, yoga & meditation classes, workshops, our pop-up shop selling natural products...
AMA was founded in June and the initial feedback has been very positive. Our positioning and offering are unique. We continue to develop our community of therapists and refine our product offering. And we are going to increase our online visibility and consolidate our pop-up model.
The idea is to have unique collaborations and special AMA treatments to connect to nature and help you (re)find your true nature, more practical advice and rituals. Stay tuned!
The next AMA pop-up event will be held from October 12th to 15th at Heureux les Curieux, located at 23 rue du Pont du Choux, 3rd arrondissement, Paris. Schedule & online registration can be found here.