Inside Out acquires sensorial wellness brand Muses

Global holding company Inside Out, founded by American former actress, author and activist Suzy Amis Cameron has acquired sensorial wellness brand Muses Neck Potion No. 9.

The move reflects Inside Out’s broader strategy to develop and scale purpose-driven consumer products from the earliest stages of creation.

Founded on the idea that everyday wellbeing should be both functional and experiential, Muses Neck Potion No. 9 was developed by Susan Rockefeller in response to concerns around modern lifestyle pressures, including screen-related strain and chronic tension.

The brand positions itself within the growing wellness category that combines botanical formulations with sensory-focused personal care.

Its debut product, Neck Potion No. 9, is available in two scent profiles, Earthy and Floral. It is a botanical roll-on featuring 2% Beta-Caryophyllene (BCP), and is designed to support relaxation and sensory awareness while addressing physical tension.

"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," said Rockefeller.

"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."

Inside Out said the acquisition aligns with its ongoing development of a broader ecosystem aimed at encouraging more conscious lifestyle choices, spanning areas such as food systems and personal wellbeing practices. The company positions wellness as one of six core pillars within its integrated portfolio.

"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," said Cameron.