Muhza Taps Into Cycle-Syncing as the Next Frontier in Skincare
For years, the beauty industry has treated skincare like a one-size-fits-all routine, assuming your skin’s needs remain the same every single day. Now, a new brand is quietly rewriting that assumption.
Rooted in the science of cycle-syncing and inspired by the founder’s own hormonal health journey, Muhza is introducing skincare that evolves with you. Each product is designed to meet the shifts in skin, mood, and energy that come with every phase of the menstrual cycle.
Founder Alexia Coutts was diagnosed with PCOS in her twenties and began noticing a pattern in her breakouts. “My breakouts weren’t random. They were cyclical,” she recalls. That realization prompted her to start tracking her cycle more closely and she quickly began to see how directly her hormones were impacting her skin.
With a background in finance and strategy, Alexia transformed personal frustration into a new kind of beauty brand. One rooted in education, intention, and hormone-safe ingredients. “Skincare wasn’t built to support those hormonal shifts,” she says. “Muhza was born out of personal frustration and a deep desire to create solutions that actually work with women’s bodies.”
Most skincare routines are designed around consistency but Muhza embraces change. Its four-part serum system moves with the body’s natural rhythms and offers targeted hydration, exfoliation, calming, and balancing support tailored to each phase of the menstrual cycle.
The formulas are clean, vegan, and hormone-safe. Each one is designed to function within a one week window of time and works together as a system. “Each formula is gentle enough to use consistently, and the routine flows in sequence, respecting what came before and preparing the skin for what’s next,” Alexia says.
The full routine, called the Muyu Bundle, includes four serums. Muna for menstruation, Puri for the follicular phase, Qori for ovulation, and Ayni for the luteal phase. For anyone with irregular cycles, Alexia suggests paying attention to how the skin feels or using a cycle tracking app for guidance. “The idea isn’t to be perfect, but to start syncing your skincare with what your body is telling you.”
For Alexia, education is a key part of the brand. She sees skincare as an opportunity to help women build a deeper connection with their bodies. “Skin can be a powerful signal, and tuning into it is often the first step toward deeper awareness and care,” she says.
Muhza also draws from Alexia’s Peruvian heritage and a cultural relationship with natural rhythms. “I grew up around rituals that respected the cycles of nature,” she says. “Muhza is rooted in that philosophy, working with the body rather than trying to override it.” Even the name holds meaning. A reinterpretation of the Spanish word “musa” meaning “muse,” Muhza reflects a blend of softness and strength. A balance the brand believes women already hold.
Though still in its early days, Muhza is already building with intention. The focus now is on cultivating a digital-first community and offering tools and resources for women who have long felt overlooked by traditional skincare. “You’ll see more educational content, more visibility around hormonal health, and more tools to help women support their skin and themselves through every phase of their cycle,” Alexia says.
