Muse & Heroine to Expand Consumer Reach

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MILAN — The Muse & Heroine sales agency is the latest beauty player adopting a direct-to-consumer approach.

Founded in 2018 by Janine Knizia and counting physical showrooms in Milan and Paris, the agency will launch an online store on July 19 to offer its signature cherry-picked selection of emerging clean beauty brands.

“The current COVID-19 crisis has served as a call to action for self-care, well-being health. We are what we consume. Now more than ever, customers want to be sure [about] what they’re buying and whom they are buying it from and that’s why it’s the perfect moment to launch my direct-to-consumer platform,” said Knizia.

The founder toyed with the idea for a long time, but she said trying to fit the implementation of the platform in her hectic life was no easy task.

“Pre-coronavirus, I was almost traveling three weeks out

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