Founder Spotlight: Emilie Mascarell (Maison Mascarell)

Meet Emilie Mascarell

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.

Location:

New York, New York, USA

When did you launch the business?

2025

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Startup Stage?

Bootstrapped

What led you to where you are today?

I started Maison Mascarell because I couldn’t find home care products that were both sensorial, sustainable, and refillable. After over 15 years working in beauty product development, I wanted to bring that same level of intention to the everyday—creating elevated essentials that care for both the home and the planet.

What do you wish you knew before embarking on your entrepreneurial journey?

I wish I’d known how everything takes more time than planned, and how many highs and lows come with building something from the ground up. Creating a premium product with high-quality ingredients, made in small batches and sourced in Europe and the U.S., also means ongoing education—about what makes something truly sustainable, and how that intention is reflected in both the value and the price.

What is the most difficult decision you've had to make regarding your business so far?

One of the hardest decisions was committing to small-scale, local production, knowing it would mean more elevated costs and slower timelines. It would’ve been easier to compromise, but staying true to the values—quality, sustainability, and care in every detail—felt essential.

What can you help the VEGPRENEUR community with?

I’m always happy to share what I’ve learned about product development, sustainable sourcing, and building a thoughtful brand from the ground up. I know how valuable it is to exchange ideas with people on similar paths—and I’m here for any conversations around conscious entrepreneurship.

How can the VEGPRENEUR community help you?

I’d love to help spread the word about Maison Mascarell—through shares, introductions, or simply mentioning it in conversation. Community is everything, and that kind of organic support really makes a difference.

Fun fact about you:

I’m French, I started the brand with my 6-year-old son in mind, and I’ve always felt more at ease in the water—I did synchronized swimming growing up.