The new one-stop shop in Paris for clean beauty It’s called the Healing House of Muse & Heroine.
The 2,150-square-foot boutique, which looks like a light and colorful apartment block packed with vintage brands and finds, is located on the third floor of a building in the Marais neighborhood. Just opened on November 25, it is located at 10 Rue Charlot in the 3rd arrondissement.
Healing House is the brainchild of German businesswoman Janine Knizia, who previously worked in the fashion industry for 15 years.
Changing her focus, she studied in New York between 2017 and 2019 at the Institute for Integrative Nutrition to become a holistic health coach.
“Then after this, I just connected the dots and said what I did in the fashion business – launch brands in Europe from the US market. [could] do now in the beauty business,” Knizia explained. “In Paris, we had 2,000 fashion showrooms, but there wasn’t a single one. beauty showroom.”
So, during a fashion week in 2017, she opened what was billed as the first green, clean beauty showroom for b-to-b clients in the City of Light.
“That’s how it started,” said the executive, who now divides her time between Molina, Italy, and Paris.
His distribution company, called Muse & Agency, today works with 250 stores in Europe.
Go back to the beginning of the coronavirus pandemic when the lockdowns began, the Knizia warehouse was full.
“I had this dream of opening my own platform,” he said. So Museandherione.com launched on July 19, 2020, along with a magazine and 24-hour marathon of back-to-back interviews from clean beauty brand founders on IG Live.
“From day one, we knew this was a business,” Knizia said.
He went on to run the digital platform, as well as the IRL distribution business, which kept flying.
Knizia started with 35 brands and now sells about 100 of them online. For her, clean beauty products not only contain botanical ingredients, but also have strong scientific backing.
Knizia’s distribution company has 10 beauty brands.
“I am very selective,” she said, adding that those chosen must have great potential. Knizia selects them according to her intuition and works with each label from A to Z, including EU certification and branding, as a consultant.
In September 2021, she put together a five-day pop-up selling clean beauty, complete with master classes and treatments during Paris Fashion Week. People were queuing to get in.
“I told him, ‘You know what? Now I open a store in Paris,’” Knizia said. But neither street-level location felt right. Rather, she wanted to create a different kind of place for her community.
Of Healing House, Knizia said: “This is not a store, it’s like our online platform translated into a ‘healing house’, where we can be very close to our customers.”
She views beauty as a lifestyle and strongly believes that every woman should feel like her own muse and heroine, hence the nickname.
Step inside the Healing House and you’ll see an elegant Parisian wooden Art Deco curved bar, tall Murano glass tree chandelier and pink ceramic leopard.
“I wanted to bring this special vibe to the beauty business,” Knizia said.
She considers the main room of the Healing House to be the living room. She is dedicated to skincare, superfoods, including some collaborations like with Maisie Café for olive oil and Elaine Huntzinger for TCM tea, and supplements.
Other brands there include Monasterio, natural skincare from San Francisco; Nóttnuit, clean, multi-correcting skincare from Sweden; and Shiva Rose, 100% toxic and chemical-free skin, body and beauty products handcrafted in California and Oregon.
Exclusive to Muse & Heroine are De Mamiel, which targets daily stressors in a holistic way, and Lilfox, which bills itself as “skin-smart couture.”
Muse & Heroine introduced exclusively to the French market: Furtuna Skin, the clean beauty brand with ingredients sourced from its own organic farm in Sicily, and Il Fiore, a luxury botanical beauty brand with the tagline “perfumery as medicine.”
In addition to products, Healing House offers holistic tools, like A Tongue Cleaner Changed My Life, a new Ayurvedic wellness brand from Paris.
Knizia found all the eye-catching furniture in vintage stores around the world. A 1950s London wooden shirt display cabinet and stacked together concrete geometric rectangular shapes from 1940s Provence are used as merchandising units.
The expansive room next door is dedicated to masterclasses, retreats, product launches, and consultations.
“Something secret, something hidden,” Knizia said.
Perched around the black table are multicolored woven chairs. For the launch, shelves along the walls displayed a collection of cashmere clothing, including kaftans, robes, hoodies and pants, specially created with a family in Nepal.
This room also hosted another fashion collaboration, with Item M6, bringing forth lymphatic drainage and detox pants, among other items.
“This is also related to our treatment room,” Knizia said. “We always want to give people a complete protocol. For me, fashion and beauty can work together.”
Through a portal you can access this private room for treatments, with a magnificent window decorated with a peacock, flowers and branches. The bed is equally colourful, covered in rainbow-hued striped fabrics.
“In each room, I wanted to create [a] world,” Knizia said.
Three treatments were created specifically for the Healing House. There is the cellular renewal treatment and the 90-minute cellular detox facials, for 225 euros each, and the 90-minute detoxifying slimming body massage, for 210 euros.
Healing House is open Thursday through Saturday, 11 a.m. to 7 p.m.