Under The Hood: Emilie From Maison Mascarell

For those just discovering Maison Mascarell — what’s the essence of the brand?

Maison Mascarell is a luxury home care brand offering sensorial products with refillable packaging to reduce plastic waste without compromising on the experience or aesthetics.

Where did the spark for the brand come from? Was there a specific moment or inspiration?

The idea for Maison Mascarell came from wanting to make the products we use every day feel more considered. After 15 years in the beauty industry, including ten leading product development at Le Labo, I’ve always cared about the details—how something smells, how it feels in your hand, how it fits into your routine.

With Maison Mascarell, I wanted to create something that brings together quality, responsibility, and a sensorial experience. We started with a tablet-based hand soap to cut down on waste and avoid shipping water, which makes up most of traditional formulas. The glass bottle is designed to be kept and refilled—it’s durable, elegant, and made to last. The formula itself is thoughtfully made with fine fragrance.

For me, it’s about making sustainability feel natural, intuitive—and genuinely enjoyable.

Turning an idea into a tangible product is no small feat. How long did it take you to go from concept to launch?

It took about a year and a half to go from idea to launch. I had a clear vision early on, but translating that into something that felt truly sensorial, sustainable, and elegant took time—and a lot of iteration.

One of the biggest challenges was the formula. I knew I wanted a tablet format for its environmental impact, but I also didn’t want to compromise on the feel. Getting the thickness, the lather, and that soft, cushiony texture you’d expect from a high-quality liquid soap wasn’t easy. It took a lot of back and forth to get it just right—and still dissolve beautifully in water.

Another unexpected hurdle was the packaging. I had a very specific design in mind, including a multicolor print on glass, which isn’t common and not easy to execute at scale. But I was lucky to work with partners who were willing to figure it out with me. It took a few tries, but we made it work.

There weren’t any major pivots, but each of those details—formula, fragrance, packaging—was treated with the same level of care. That was always the goal.

Did you start by selling direct-to-consumer, or did retail come first?

We launched DTC first, alongside a few select indie boutiques and curated online retailers like Nordstrom. Maison Mascarell is a new concept: refillable, tablet-based, and positioned at the high end. I felt it was important to have control over the storytelling and education early on. There is a bit of a discovery curve, and I wanted people to understand not just the sustainability piece, but also the sensorial experience and attention to detail that went into every part of the product.

Retail has always been part of the vision, but thoughtfully. We are building partnerships with retailers who understand the positioning and can help bring the brand to life in the right way.

What’s something happening behind the scenes that’s made a big difference—but isn’t always visible to the outside world?

One thing people don’t always see is how intentionally lean I’ve kept the structure. It helps me stay close to everything—from product to packaging to fulfillment—and move quickly when things need to shift. I like being hands-on, especially in the early stages, and keeping things streamlined lets me focus on what really matters to the brand.

What’s something about building a DTC brand that surprised you?

I think I expected growth to follow a straight line, but it rarely does. You have to be okay with momentum coming in waves and keep creating touchpoints to re-engage your community. I’ve learned to focus less on short-term spikes and more on building steady rhythm over time.

What kind of feedback do you hear most often from customers?

One of the most common things I hear is how fun and satisfying the experience is. For many, it’s their first time using a tablet-based soap, and they’re surprised by how silky the texture feels once it’s mixed.

There’s a small learning curve with how to pour the tablets, but once people get the hang of it, it becomes second nature. It’s simple, sensorial, and just a bit unexpected—in the best way.

What’s next for Maison Mascarell? Any launches or milestones on the horizon?

Next up, we’re popping up at Pop Up Grocer in New York this summer, which I’m really looking forward to. It’s a curated space that’s all about discovery, and it feels like the right fit for introducing the brand to more people.

I’m also continuing to work on our next launch. It’s refillable, scent-driven, and a natural extension of what Maison Mascarell is about.

Looking back on your journey so far—what’s the best advice you’ve received?

The best advice I’ve received is not to wait until everything is perfect. You learn so much by doing. Things evolve, and that’s part of the process. Starting before you feel completely ready is often the only way to really move forward.

And to wrap it up—what tools help you run everything smoothly day-to-day?

We keep our stack pretty lean. Shopify is our base, with Klaviyo for email, Judge.me for reviews, Seal for subscriptions, and Impact for affiliate tracking. Avada handles cookie consent, Instafeed brings in Instagram, and Section Store has been great for flexible layouts.

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