Startup CPG Newswire:
Maison Mascarell Enters Physical Retail in NYC with Launch at Pop Up Grocer

PRESS RELEASE — NEWS PROVIDED BY Emilie Mascarell for Maison Mascarell

NEW YORK, NY (JUNE 2025) — Maison Mascarell, a Brooklyn-based sustainable luxury home care brand, will enter physical retail in New York City with its debut at Pop Up Grocer, located at 205 Bleecker Street, beginning July 11th.

Maison Mascarell launched earlier this year with a refillable hand soap designed to unite sensorial pleasure and environmental responsibility. Founded by Emilie Mascarell, former Head of Product Development at Le Labo, the brand unites home care with refined formulation and sustainable design.

The signature hand soap uses a tablet format that dissolves in water to create a silky, 98% naturally derived liquid. It is housed in a printed, durable glass dispenser and scented with a fine fragrance inspired by Provence. Refills come in lightweight pouches, reducing packaging waste without compromising experience.

“Having Maison Mascarell featured at Pop Up Grocer feels like a natural next step for the brand,” said Emilie Mascarell. “It’s exciting to see it in the city I call home, among a community of emerging CPG brands.”

This launch marks the brand’s first in-store presence in NYC following its direct-to-consumer debut. Pop Up Grocer, known for curating standout new products in food, beverage, and personal care, will spotlight Maison Mascarell as part of its summer collection.

Maison Mascarell was created in response to a growing environmental concern. Most traditional liquid soaps are composed of more than 90 percent water and are packaged in single-use plastic. According to National Geographic, roughly 91 percent of plastic waste is never recycled. The brand’s packaging is sourced responsibly in Europe and the United States and is designed for long-term use.

Maison Mascarell is available online at maisonmascarell.com and, beginning July 11th, in-store at Pop Up Grocer in Greenwich Village.
About Maison Mascarell
Maison Mascarell is a luxury home care brand founded in 2025 by Emilie Mascarell, a French entrepreneur based in Brooklyn. With more than 15 years in the fragrance and beauty industry, including as Head of Product Development at Le Labo, she created the brand to bring sensorial and sustainable solutions to everyday routines.

About Maison Mascarell

Maison Mascarell, a luxury home care brand, offers sensorial products with refillable packaging designed to reduce plastic waste without sacrificing experience or aesthetics. Learn more at maisonmascarell.com.

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