Musc Intime’s Formula for Selling One Product Every 30 Seconds

A gift that changed everything

‍

Sephora receives a small bottle from a friend. Inside: a mysterious substance called "musc tahara", originating from the Middle East. She tries it out of curiosity.

‍

The result blows her away. Freshness that lasts all day, a pleasant scent, and a sense of wellbeing she’d never experienced with traditional hygiene products.

‍

The problem? This miracle product was impossible to find. When she finally tracked it down, it was only in niche stores, with no clear ingredients list or quality guarantee.

‍

"I was deeply convinced this product could help thousands of women," says Sephora, now the CEO of Musc Intime.

‍

That’s when the idea was born: what if she created her own version—clean, traceable, and made in France?

‍

Eight years later, Musc Intime has over 500,000 customers, is stocked in more than 2,000 pharmacies, and is now supported by a major French cosmetics group to scale its retail distribution.

‍

One product is sold every 30 seconds.

‍

This rapid rise wouldn’t have been possible without solid logistical foundations.

‍

Bigblue has supported Musc Intime from day one, enabling the brand to scale smoothly, handle demand peaks, and roll out an ambitious omnichannel strategy.

‍

How did someone with no background in cosmetics pull this off?

‍

‍

1. The meteoric rise of Musc Intime

1.1 Discovering musc tahara and identifying a market gap

‍

Musc tahara isn’t your typical perfume. Little known in France, it’s associated with purity and freshness.

‍

Sephora quickly realised the market was missing something.

‍

She set out with a clear mission: to offer a clean, sensory ritual made in France, designed for women’s everyday routines.

‍

She tested, reformulated, and tried again—until she created the perfect product.

‍

1.2 Three years of R&D to craft the ideal scented gel

‍

Launching a beauty brand without knowing the industry's inner workings was a real challenge for Sephora and Karim.

‍

Finding a lab took two years.

‍

Finalising the formula for their now-iconic scented gel took three.

‍

They developed the brand during Covid—when supply chains were paralysed and supplier timelines unpredictable.

‍

Another challenge: carving out a place in the crowded hygiene and deodorant market.

‍

They had to stand out through formulation, texture, and customer experience—building brand awareness with almost no media budget.

‍

‍

2. Key drivers behind their e-commerce growth

2.1 A deeply engaged community that shares the brand’s values

‍

Musc Intime targets a young, digital-savvy audience who care about their beauty routine.

‍

^{222k followers on Instagram, 38.5k on TikTok.}

‍

Their community strategy is clear and intentional:

‍

• Influencer marketing on the right channels

All influencer campaigns are managed in-house.

‍

They collaborate with a mix of nano, micro, and macro influencers—selected more for how well they embody the brand than for their follower count.

‍

Content remains simple, authentic, and relatable, with a focus on Instagram, TikTok, and Snapchat.

‍

^{Tip: Prioritise consistency over volume—better to work with 3 on-brand profiles than 10 off-target ones.}

‍

‍

• Email and loyalty programme

Two weekly campaigns via Klaviyo (inspiration + activation), always signed by “Lylia” to make communication feel human and personal.

‍

They’ve also built a loyalty programme to boost repeat purchases and customer engagement.

‍

It’s called the Club VIP Musquée.

‍

By naming the community, Musc Intime creates a sense of belonging and elevates the experience beyond the product.

‍

Customers earn points with each purchase, which they can redeem for exclusive perks—tiered rewards include gifts, early access to sales, discounts, and prize draws.

‍

With Yotpo, Musc Intime increased participation 6x. Members now buy 5x more than non-members.

‍

Integrating SMS reminders helped automate the programme—with a 20x ROI on targeted messages.

‍

^{Tip: Naming your community boosts engagement and builds a brand beyond just products.}

‍

‍

• Gifting and contests

These campaigns keep the brand top of mind between launches and activate its most engaged audience.

‍

They mix traditional giveaways (e.g., win a kit on IG) with more strategic activations like “We’ll reimburse your receipt.”

‍

That one launched with their pharmacy debut to drive foot traffic and announce their retail presence. Buy in-store, send proof, and you might get reimbursed.

‍

Simple but effective: it boosted traffic, supported retail partners, and reinforced customer ties.

‍

^{Tip: Target your most active customers and tailor campaigns to each channel (e.g., IG for contests, email for follow-up).}

‍

‍

2.2 High-quality products with strong market fit

‍

At Musc Intime, nothing gets launched without rigorous testing. Each product undergoes a 4-month crash test before it’s approved.

‍

The method ensures only top performers stay in the range.

‍

• Month 1: Organic launch to gauge spontaneous community interest.
• Month 2: Sales open to measure initial buying intent.
• Month 3: Review KPIs—repurchase rate, qualitative feedback, customer insights.
• Month 4: Second push via promotion or campaign to test if resistance is due to pricing, seasonality, or formula.

It’s a pragmatic process that limits failures and builds profitable, consistent ranges.

‍

^{Tip: Always test products in real-world conditions before scaling—it secures your launch and optimises the product lifecycle.}

‍

Musc Intime currently sells 8 scents in various formats depending on demand.

‍

‍

All formulas are made in France, with special care given to texture and ingredients.

‍

New scent ideas come from trendwatching and feedback from their most loyal customers, who often receive prototypes to test.

‍

To build trust with new customers and retail partners alike, they showcase awards like Victoire de la Beauté and Product of the Year 2024—used as social proof on both packaging and the site.

‍

‍

3. Embracing omnichannel to sustain growth

3.1 Pharmacies: A retail lever that changes the game

‍

In under a year, Musc Intime went from 0 to 2,000 pharmacy partners, with a 70% restock rate and robust field support (staff training, point-of-sale displays, sampling).

‍

Retail is a strategic move—not to replace e-commerce, but to strengthen it.

‍

Pharmacies attract a different, often less digital customer base, and allow the brand’s sensorial side to shine.

‍

“The right time to enter retail is when your product has already proven itself online. Don’t go looking for growth—go to support it and build trust.” — Karim, co-founder

‍

This fast rollout was only possible with a reliable omnichannel logistics setup—capable of handling both B2B volume and just-in-time B2C orders.

‍

From day one, Bigblue has played a key role in this growth.

‍

Their support is based on two main pillars:

• Tailored B2B flows with packing templates, pharmacy-ready deliveries, and weekly restocks without stockouts.
• Fast B2C fulfilment with 48-hour delivery, smart stock management across channels, and capacity to absorb peaks (up to 48,000 orders shipped in November).

‍

‍

3.2 A website built to convert and retain

‍

The website remains the core of Musc Intime’s e-commerce strategy. It’s their testing ground for new offers, customer reviews, and behavioural data.

‍

The team uses this data to refine launches, adjust bundles, and optimise conversion.

‍

• Social proof and customer content

The homepage features customer videos via their in-house app Conv’up—a highly engaging format that boosts credibility.

‍

Product pages display Trustpilot reviews to support decision-making.

‍

^{Tip: UGC (user-generated content) can dramatically boost conversions, especially for sensory products.}

‍

‍

• Conversion-focused page structure

Musc Intime uses Fast Tags, a Bigblue feature that shows the estimated delivery date based on visitor location directly on product pages.

‍

This simple addition builds trust and removes friction—improving conversion rates by up to 21%.

‍

Other trust signals like “Made in France” and “dermatologically tested” are also visible above the fold.

‍

‍

• Bundles and gift sets for daily routines

The brand offers discounted kits to drive upsell—tailored to daily use, with a strong focus on aesthetics.

‍

^{Tip: Segment gift sets by use or goal (e.g., SOS kit, full ritual) to increase average order value.}

‍

‍

• A seamless post-purchase experience via Bigblue

Musc Intime leverages Bigblue’s branded tracking page and automated emails for a smooth post-purchase journey.

‍

Customers get real-time updates—including when a parcel is ready at a pickup point.

‍

The custom-branded tracking page also features marketing messages and upsell reminders.

‍

Results: 906 returns avoided, 73 hours of customer support saved, and a 6.5% click-through rate on the tracking page.

‍

^{Tip: Customising your tracking page improves satisfaction (up to 93% for Musc Intime) while reducing support pressure.}

‍

‍

‍

One product sold every 30 seconds. Over 2,000 retail points. A community that shows up for every launch.

‍

Musc Intime checks every box of a homegrown French success story.

‍

In 2025, the brand is aiming higher: expanding its pharmacy presence, testing TikTok Shop to reach new audiences, and preparing for international growth.

‍

And this kind of scale is only possible with solid operations.

‍

From day one, Bigblue has enabled Musc Intime to grow without friction—delivering fast, reliable logistics that support both DTC and B2B.