On April 14, Inside Out, a holding company built around the concept of conscious living, announced the acquisition of Muses Neck Potion No. 9, a wellness brand founded by Susan Rockefeller.
Notably, the brand has not yet officially launched, making the acquisition a clear signal of Inside Out’s strategy to identify and scale promising concepts from an early stage.
A Paris Announcement That Reflects the Company’s Origins
The announcement will be marked in Paris through a soft launch and panel discussion. Speakers include Inside Out Founder and CEO Suzy Amis Cameron, Susan Rockefeller, and Matteo Ward, who leads the company’s Fashion, Textiles & Home vertical.
Inside Out itself was conceived following a meeting in Paris, where Susan Rockefeller introduced Suzy Amis Cameron to Erik Stangvik. The decision to unveil this milestone in the same city underscores a symbolic connection between the company’s origin and its current expansion.
A Sensorial Approach to Modern-Day Wellness
Muses Neck Potion No. 9 was developed in response to the physical strain and chronic tension associated with modern lifestyles, particularly prolonged screen use. The brand combines plant-based ingredients with terpene-rich formulations, aiming to address not only physical discomfort but also sensory and emotional well-being.
Its hero product, the roll-on “Neck Potion No. 9,” is formulated with 2% Beta-Caryophyllene (BCP), designed to relieve tension around the neck and shoulders while enhancing mental clarity and sensory awareness. The product is offered in two scent profiles: Earthy and Floral.
An Ecosystem Strategy Across Six Key Verticals
Following the acquisition, Muses Neck Potion No. 9 will be integrated into Inside Out’s Wellness vertical. The company operates across six interconnected sectors—including science, fashion, food, education, and media—building an ecosystem designed to support more conscious decision-making in everyday life.
Inside Out also applies its proprietary performance framework, ROIII (Return on Impact, Integrity, and Investment), which evaluates success not only in financial terms but also through environmental and ethical impact.
Suzy Amis Cameron commented, “Muses Neck Potion No. 9 represents a shift in how we think about wellness. It’s not just about relieving discomfort, it’s about creating space to pause, reconnect, and engage the senses. This is the future of wellbeing—deeply personal, rooted in nature, and designed to support both the body and the mind.”
Susan Rockefeller added, “Muses Neck Potion No. 9 has been a deeply personal project of mine, created from a desire to bring people back to themselves, even in the smallest moments. It’s about reconnecting to the body, to nature, and to a sense of calm that so often gets lost in modern life. To see it become part of Inside Out, just before we introduce it to the world, feels like a very special moment, and makes this next chapter incredibly meaningful.”
The brand is scheduled to officially launch this summer under the Inside Out umbrella.
Copyright © 2026 Oui Speak Fashion. All rights reserved.