Reimagining Luxury: Daily Ritual Becomes a Sustainable Statement with Emilie Mascarell, Masion Mascarell
Maison Mascarell Is Redefining Luxury Hand Care, One Soap Tablet at a Time
In a world filled with single-use plastic bottles and overpackaged personal care products, Emilie Mascarell is quietly leading a revolution one elegant, refillable hand soap bottle at a time.
A seasoned beauty industry insider with over 15 years of experience at top-tier luxury brands, Emilie stepped away from corporate life to build something more aligned with her values. The result is Maison Mascarell, a luxury, eco-conscious hand care brand that merges French design, fine fragrance, and real sustainability.
From Corporate Powerhouse to Purpose-Driven Founder
On a recent episode of The Wild Party Podcast, host Stefanie LaHart sat down with Emilie to explore her journey from corporate executive to founder of a purpose-driven brand. Emilie shared that while she’s grateful for her time working with global beauty companies, she began to feel disconnected from the creative, hands-on product development she loved.
She launched Emilie Consulting to help small beauty brands access the high-level strategy usually reserved for large corporations. But it was the birth of her son and a growing awareness of environmental waste that pushed her to do more. With that, the idea for Maison Mascarell was born.
The Soap That Sparked a Movement
Maison Mascarell’s signature product is a game-changer: a luxury hand soap that comes in tablet form. Users simply drop the tablets into a reusable glass bottle, add water, and shake to create a silky, moisturizing hand wash. It’s an elegant solution to the problem of shipping water-heavy products in plastic bottles.
“Most liquid soaps are 90% water,” Emilie explained. “It didn’t make sense to keep paying for plastic bottles filled with water, especially when the experience wasn’t even that luxurious.” Her formula, made with over 98% naturally derived ingredients like aloe vera and snow mushroom, delivers both a sensory and sustainable experience.
What sets the product apart isn’t just the clever format, it's the attention to fragrance. Emilie worked with a fine fragrance house in France to create a scent inspired by her childhood summers in Provence: think notes of Italian lemon oil, lavender, amber, and woods. “It smells like the South of France,” she said.
Packaging With Purpose
As both a product developer and a design-savvy marketer, Emilie went to great lengths to make the packaging as beautiful as the soap itself. The refillable glass bottle crafted in Italy and decorated with vibrant artwork stands out on any sink. “I didn’t want it to look like typical sustainable packaging,” she said. “I wanted it to feel joyful, luxurious, and timeless.”
The packaging also features the phrase “Raphael’s Favorite,” a tribute to her son and a reminder that the brand is rooted in leaving a better world for future generations.
Bootstrapped and Breaking Through
Maison Mascarell is completely self-funded, with Emilie pouring in her personal savings to bring the product to life. The journey hasn’t been without its challenges from trademark disputes with LVMH to delays in customs but Emilie has remained resilient, driven by her belief in the brand.
She’s kept her go-to-market strategy lean and organic, relying on social media, pop-up events, word of mouth, and strategic retail partnerships. Her efforts are paying off: Maison Mascarell is now available on Nordstrom.com and Faire, and recently received national attention after being featured on The Drew Barrymore Show.
Perhaps most meaningful, however, was the moment a customer placed a refill order. “That’s when I knew it was working,” Emilie said. “They didn’t just buy it once, they wanted more.”
A New Era for Hand Care
What makes Maison Mascarell special is how seamlessly it bridges practicality and poetry. It’s functional yet elegant, sustainable yet sensorial. The brand is part of a larger movement to re-educate consumers much like how we once transitioned from bar soap to bottled soap. Emilie believes we’re on the cusp of another transformation, one that blends mindfulness with luxury.
And judging by the enthusiastic response from early adopters, she’s absolutely right.
Ready to upgrade your hand care routine?
Visit Maison Mascarell to discover their beautiful, sustainable starter sets and enjoy 15% off with the code THEWILDPARTY.
Let your daily rituals be luxurious and kinder to the planet.
