Janine Knizia-Braglia on Soul-Led Business & Wellness

Muse & Heroine founder and CEO, Janine Knizia-Braglia, describes herself as a Spiritual Entrepreneur, a fitting title for a woman who has built two global platforms at the nexus of beauty, wellness, and longevity. Born and raised in Germany and now living between Paris and Italy, the 40-year-old has shaped an international presence that bridges cultures and philosophies.

With Muse & Heroine and her namesake line, Janine Knizia – Haute Regenerative Skincare, she blends intuition with science to create spaces and solutions that speak to both inner and outer transformation. Here she shares what it means to build a business from the heart up. From nervous system-led leadership to redefining success in softer, steadier terms, she reveals why true growth begins within.

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ROOTED, THEN RISING

Q: Muse & Heroine started as a passion project. How has your purpose evolved as the brand has grown?

A: “Muse & Heroine began as a deeply personal passion project, rooted in a genuine love and obsession for beauty, health and wellness. In the beginning, my goal was to share the products I personally loved and believed in. As the brand has grown, so has my purpose. We have also opened our Muse & Heroine Healing House in Paris and are now shipping to 65 countries worldwide.

Today, Muse & Heroine is even more elevated and refined, driven by cutting-edge longevity research, biohacking, and science-backed innovation. Our mission is to curate the most advanced, next-generation products that don’t just elevate beauty rituals, but truly transform lives. From conscious curation to educational storytelling, Muse & Heroine has become a global platform that empowers individuals to make intentional, intelligent choices for a longer, healthier, and more radiant life.”

Q: What personal growth did it demand from you in the early days?

A: “A huge amount of personal growth, both professionally and emotionally. As with any passion project turning into a full-fledged brand, I had to step out of my comfort zone constantly. I learned to wear many hats: from curator and buyer to creative direction and brand strategy to logistics, customer care, and building relationships with founders and global clients.

One of the biggest lessons was trusting my personal instincts while staying open to learning and evolving. The wellness and beauty space can be incredibly fast-paced and saturated, so it requires resilience, clarity of vision, and the ability to adapt quickly without losing authenticity. I also had to grow into the role of a leader, someone who could inspire a team, hold a strong sense of purpose, and make decisions that align with long-term impact rather than short-term trends, which is very important for me.

Ultimately, building Muse & Heroine from scratch pushed me to evolve not just as an entrepreneur, but as a human being. More grounded, more intuitive, and more committed than ever to living and leading with intention.”

Q: Was there a moment you knew this wasn’t just a side project but something much bigger?

A: “Actually, pretty soon, because from day one we started earning money, which was a clear sign we were filling a real need. I had the trust of a global, forward-thinking, and open-minded wellness community that wanted to grow and evolve together with me. I knew then that we were building a global movement, not just a brand.”

Q: What’s the biggest mindset shift that’s helped you grow, both as a founder and as a woman?

A: “The biggest mindset shift has been learning to trust myself fully, my vision, my intuition, and my pace. As a founder and as a woman, there’s often pressure to prove, to compare, to constantly perform. But real growth came when I stopped chasing external validation and started owning my unique path.

I realised that softness and strength can coexist, that being deeply intentional is more powerful than being constantly busy, and that success doesn’t have to look like anyone else’s version. Embracing this has helped me lead with clarity, confidence, and a deeper sense of purpose, completely on my own terms.”

RITUALS THAT EVOLVE WITH YOU

Q: Which wellness or beauty rituals have stayed with you through every chapter, and which ones have shifted as you’ve grown?

A: “Even after 10 years, I still use a face mask every single day. I’m completely obsessed with masking rituals. It’s my sacred self-care moment. And when life gets stressful (which is often, at least four times a week!), I know the best way to wind down is with a sauna session. It’s my reset button since day one as an entrepreneur.

What has shifted over time is my approach to overall wellness. In the beginning, it was more about beauty and trying every trend. Now, it’s much more rooted in science, but also ancient wisdom, longevity, and deep inner health, things like nervous system regulation, gut health, and hormone balance. I’ve learned to listen to my body more intuitively and invest in rituals that truly support long-term well-being, not just quick fixes.”

Q: How do you edit your routines to reflect who you are now rather than who you used to be?

A: “I’ve learned to let go of rigid routines and really listen to what supports me now, physically, emotionally, and energetically. In the past, I often followed routines out of habit or external pressure. Today, I edit my rituals to reflect the woman I’ve become: more grounded, more self-aware, and more in tune with what truly nourishes me. It’s less about doing more and more about doing what feels aligned. That might mean prioritising rest over productivity.”

Q: What’s one wellness practice you used to swear by but have since outgrown?

A: “I used to run every single day. I was an obsessive runner. It gave me a sense of control and structure. But over time, I learned to balance. Now, I move my body in ways that feel supportive, not punishing. It’s no longer about pushing myself constantly, but about creating space for rest, recovery, and more mindful movement. That shift has been a major part of my personal growth.”

Q: Is there a healing ritual you came to later in life that changed everything?

A: “Yes, breathwork and stillness. I came to both later in life, and they’ve completely transformed the way I move through the world. For so long, I was living in my head, doing, achieving, chasing. But through breath and intentional stillness, I learned to come home to myself.”

THE NERVOUS SYSTEM KNOWS

Q: Many women are redefining success away from burnout and toward balance. How has your own growth affected the way you approach ambition?

A: “For me, success used to be tied to constant output, always doing, always achieving, always pushing. But over time, I realised that true success is found in balance. My growth has taught me that ambition doesn’t have to be loud or exhausting. It can be soft, steady, and deeply intentional.

Now, I approach ambition with more grace. I honour my energy, I protect my peace, and I choose quality over quantity in everything I do. I’ve learned that building something meaningful doesn’t require self-sacrifice, but it requires self-awareness.”

Q: What does ‘nervous system-friendly’ leadership look like in your world?

A: “To me, ‘nervous system-friendly’ leadership means leading from a place of regulation, not reactivity. It’s about staying grounded, calm, and present even when things get busy. One of the biggest shifts has been creating strict boundaries and saying ‘no’ far more often than ‘yes.’

I’ve learned that protecting my energy is essential, not just for my well-being, but for the clarity and stability I bring to others. It also means allowing space to pause, reflect, and lead with intention rather than urgency. In the past, my preferred word was ASAP, and I tried to cancel this word from my vocabulary.”

Q: Has growing a business ever conflicted with protecting your peace, and how do you navigate that line?

A: “Yes, absolutely. Growing a business is intense, and it can be all-consuming if you let it. There have been moments where the pressure, the pace, and the endless to-do lists pulled me far away from my inner peace. But over time, I’ve learned that protecting my peace isn’t optional. It’s essential.

Now, I navigate this by creating strong, energetic and practical boundaries. I’ve learned to say no without guilt, delegate without fear, and pause without apology. I check in with myself constantly: Does this feel aligned? Am I grounded? If the answer is no, I step back and recalibrate. Building a brand doesn’t have to cost your well-being. In fact, I believe sustainable success can only come with peace, not at the expense of it.”

Q: What practices help you stay regulated and expansive during seasons of intense growth?

A: “I rely on practices that ground my nervous system and keep me connected to something bigger than the pressure. Breathwork, sauna, nature walks, and stillness are my anchors. They bring me back to my body when things start to feel overwhelming.

And honestly, my precious skincare rituals are my meditation. That quiet, intentional time, layering textures, inhaling botanical scents, connecting with my skin, helps me regulate, reflect, and reset. It’s a sacred moment of stillness amidst the chaos.”