Muhza Is Changing the Way We Think About Hormone-Friendly Skincare

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When Alexia Coutts was diagnosed with PCOS, she began to realize just how much her hormones influenced her skin health. Her skin was unpredictable, inflamed, and breaking out in ways she had never experienced. “Getting diagnosed with PCOS was the turning point for me,” she says. “But when I started tracking my cycle I saw how directly my hormones impacted my skin. Breakouts before my period, sensitivity mid-cycle, it was all there, yet nothing in skincare spoke to it.”

This observation became the foundation for Muhza, a brand Alexia launched to fill the gap she saw within the beauty industry. Combining her background in finance and strategy along with her Peruvian heritage and love of rituals, she set out to create a skincare line that works with the body instead of against it.

Muhza’s brilliant approach revolves around four serums, Muna, Puri, Qori, and Ayni. Each serum corresponds to a phase of the menstrual cycle and ingredients respond to natural shifts in estrogen, progesterone, and testosterone. Women’s skin can experience highs and lows, feeling dry one week and radiant the next, breakout-prone or resilient, and each serum provides support exactly when it is needed. Muna hydrates and supports the skin during menstruation, Puri gently exfoliates in the follicular phase, Qori balances and protects during ovulation, and Ayni soothes redness and congestion in the luteal phase. “Together, the four serums create a rhythm that adapts with your hormones,” Alexia says. “[It’s] not more products, just the right one at the right time.”

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For women navigating PCOS, Muhza offers more than just skincare. Alexia knows how disorienting it can feel when your body seems to work against you. She points out that with PCOS, one of the hardest parts is feeling disconnected from your body. Skin signals can indicate deeper shifts, yet they are often overlooked. “Core to what we’re building with Muhza is helping women reconnect with themselves and really understand what’s going on,” she says. “My hope is that Muhza gives women tools to listen to those changes with more clarity and compassion, instead of frustration.”

Muhza flips the old one-size-fits-all beauty model on its head. Hormones have been left out of the conversation for decades, and now they’re front and center. The brand is helping women finally grasp that their monthly cycles impact everything from their skin barrier thickness and oil production to their overall skin health. “We’re saying your cycle matters, your skin deserves care that adapts with you, and hormones should be part of the beauty conversation, not something hidden or stigmatized,” says Alexia.

What makes Muhza stand out is how it turns a daily routine into a moment of awareness. Skincare becomes a way to tune in to your body rather than fight it. “That shift from a one-size-fits-all approach to a cycle-aware system helps women see skincare not as a battle with their skin, but as a way of working with it,” Alexia says.

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At the heart of Muhza is a bigger mission than beauty, with skincare as just the starting point. “The bigger mission is giving women tools to feel more in tune with their bodies,” Alexia says. Muhza turns everyday routines into small, powerful moments of self-awareness that add up to real understanding.

Presented by: APG