APPLICATIONS FOR CLASS OF 2025 ARE NOW OPEN
APPLICATIONS FOR 2025 ARE NOW OPEN
Maesa is the
world’s #1 beauty incubator
in mass
In honor of our 25th anniversary, we wanted to pay it forward by staying true to our entrepreneurial roots.
The
#MaesaMagicIncubator
was created in direct response to the ever-present entrepreneurial access gap and aims to empower and amplify early-stage, underrepresented voices in the beauty and wellness sectors. The beauty and wellness industry has created an abundance of incubator programs for specific under-served populations over the past decade, but time and time again, early-stage entrepreneurs are ineligible due to a lack of revenue or inability to be shelf-ready.
The
#MaesaMagicIncubator
program is open to all under-served communities in pre-launch or early launch phase: an unprecedented opportunity from a company with a proven track record of defying boundaries and transforming unmet consumer needs into desirable, scalable brands.
Maesa is the
world’s #1 beauty incubator
in mass
In honor of our 25th anniversary, we wanted to pay it forward by staying true to our entrepreneurial roots.
The
#MaesaMagicIncubator
was created in direct response to the ever-present entrepreneurial access gap and aims to empower and amplify early-stage, underrepresented voices in the beauty and wellness sectors. The beauty and wellness industry has created an abundance of incubator programs for specific under-served populations over the past decade, but time and time again, early-stage entrepreneurs are ineligible due to a lack of revenue or inability to be shelf-ready.
The
#MaesaMagicIncubator
program is open to all under-served communities in pre-launch or early launch phase: an unprecedented opportunity from a company with a proven track record of defying boundaries and transforming unmet consumer needs into desirable, scalable brands.
What We Offer
Maesa embraces the principle that investing in our communities yields shared rewards. By nurturing diverse ideas, we stimulate innovation and generate substantial financial impact, creating a ripple effect of shared success and collective growth. The
#MaesaMagicIncubator
offers three promising beautyor wellness CPG early-stage entrepreneurs from under-servedcommunities the chance to bring their brand visions to life.
What We Offer
Maesa embraces the principle that investing in our communities yields shared rewards. By nurturing diverse ideas, we stimulate innovation and generate substantial financial impact, creating a ripple effect of shared success and collective growth. The
#MaesaMagicIncubator
offers three promising beautyor wellness CPG early-stage entrepreneurs from under-servedcommunities the chance to bring their brand visions to life.
Program Details
Each week, entrepreneurs will dig deep into a specific track. Virtual lectures will be conducted weekly by Maesa mentors for all entrepreneurs, together. Our goal is to offer high level learning in the classroom and to be able to interactively answer each brand’s questions.
Meet Our Advisors
PIYUSH JAIN
CHIEF EXECUTIVE OFFICER, MAESA
ASHLEY TISDALE
FOUNDER, BEING FRENSHE
MINDY MCKNIGHT
FOUNDER, HAIRITAGE
LIRAZ EVENOR
MANAGING DIRECTOR IN BAIN CAPITAL NORTH AMERICA PRIVATE EQUITY PORTFOLIO GROUP
NYAKIO GREICO
FOUNDER, NYAKIO BEAUTY, THIRTEEN LUNE, & RELEVANT
SCOTT KESTENBAUM
CHIEF GROWTH OFFICER & FOUNDER, MAESA
Meet Our Advisors
PIYUSH JAIN
CHIEF EXECUTIVE OFFICER, MAESA
ASHLEY TISDALE
FOUNDER, BEING FRENSHE
MINDY MCKNIGHT
FOUNDER, HAIRITAGE
LIRAZ EVENOR
MANAGING DIRECTOR IN BAIN CAPITAL NORTH AMERICA PRIVATE EQUITY PORTFOLIO GROUP
NYAKIO GREICO
FOUNDER, NYAKIO BEAUTY, THIRTEEN LUNE, & RELEVANT
SCOTT KESTENBAUM
CHIEF GROWTH OFFICER & FOUNDER, MAESA
Eligibility & Process
Eligibility
- Early-stage entrepreneurs identifying as being from under-represented communities
- Must be at least 18 years old at time of submission
- Business must be in pre-launch or limited distribution phase (<$1M in sales)
- Must be a US-based incorporated business (Immigrants with legal permission to reside in the US are welcome to apply)
- Must be beauty and wellness space
You may apply again if you have previously applied – even if you reached the Top 10 finalist level
What We Need From You
- Completed Application
- Pitch Deck or a URL to a live brand website
- Video Submission (1-3 minutes)
- Top 10 applicants will be invited to 2 interviews, with three companies being selected for the final program
Eligibility & Process
Eligibility
- Early-stage entrepreneurs identifying as being from under-represented communities
- Must be at least 18 years old at time of submission
- Business must be in pre-launch or limited distribution phase (<$1M in sales)
- Must be a US-based incorporated business (Immigrants with legal permission to reside in the US are welcome to apply)
- Must be beauty and wellness space
You may apply again if you have previously applied – even if you reached the Top 10 finalist level
What We Need From You
- Completed Application
- Pitch Deck or a URL to a live brand website
- Video Submission (1-3 minutes)
- Top 10 applicants will be invited to 2 interviews, with three companies being selected for the final program
Meet Our Alumni
Founder:
Keisha Wagner-Gaymon
Brand:
Background:
Nurse practitioner, founder of Peach Fuzz Skin Studio in Brooklyn
Brand Mission:
“Addressing the unique pre- and post-hair removal needs of women, bringing more joy to the hair-removal process, uplifting women and instilling confidence.”
Where did your brand stand before you were selected as a finalist?
“We were in the product development phase.”
What roadblocks had you hit?
“We needed help finding our brand direction and identity.”
What was the most important thing you learned?
“Building a brand takes time. It doesn’t happen overnight.”
What were you most surprised to learn?
“How much you have to pay
social media influencers to promote your brand.”
How will you use your grant to grow your business?
“Marketing, rebranding our social media, and investing in product development.”
What’s your advice to budding entrepreneurs?
“Go for it. You don’t know what doors will open unless you try. Keep knocking down doors and eventually you’ll get to your goal.”
Founder:
Nikita Charuza
Brand:
Background:
Fashion and beauty editor
Brand Mission:
“Making Ayurveda feel more accessible and approachable to all while using our ‘Happy Headcare’ mission to give back to mental-health charities.”
Where did your brand stand before you were selected as a finalist?
“We had launched our first two SKUs and established retail partnerships with Urban Outfitters, Anthropologie, Pop Up Grocer in New York and Amazon.”
What roadblocks had you hit?
“I was trying to expand our retail partnerships and needed help getting our brand messaging across in the DTC and retailer landscapes.”
What was the most important thing you learned?
“What I needed to focus on and what I could physically do myself to see results within a few months.”
What were you most surprised to learn?
“That bigger brands have similar issues to what I’m experiencing as a small business, although at a different level.”
How will you use your grant to grow your business?
“Research and development for new products, testing out different ad strategies and IRL community-building events.”
What’s your advice to budding entrepreneurs?
“In terms of your career path, everything that you do always ends up being a full-circle moment that helps you in the moment you’re in today. Anyone who’s out there hoping to start their own business shouldn’t be afraid to do it, even if they don’t have a background in it.”
Founder:
Selah Jael
Brand:
Background:
Studying chemical engineering at the University of Chicago
Brand Mission:
“To create a modern fragrance house that’s rooted in intention and moody, unorthodox, defiant and different on purpose.”
Where did your brand stand before you were selected as a finalist?
“I was actually in the middle of rebranding everything—from brand aesthetic and core offerings to how we were going to show up on social and set the brand apart. Being selected for the Maesa incubator program was perfect timing because it allowed me to look at things very strategically and get guidance before I made any concrete decisions, which is a thing that not all brands get to do.”
What roadblocks had you hit?
“Mentorship and funding.”
What was the most important thing you learned?
“Balancing the differences between early DTC success with retail metrics is key to making sure you can sustainably grow on shelf.”
What were you most surprised to learn?
“I learned so many surprising things about fragrance-specific manufacturing. Truly. From heat testing to ingredient regulations, to label material and touch points down the line.”
How will you use your grant to grow your business?
“I will mainly be using the grant to give the brand a much-needed facelift. (I launched during the start of the pandemic and couldn’t even be present at the photo shoot!) I’ll also be bringing some people in that will help me build out what the foundation of House of Foster is going to look like as I began testing our new fragrance offerings.”
What’s your advice to budding entrepreneurs?
“Take the time to invest in personal development along with the more tangible and practical things your brand needs. It will make you a better founder and ultimately, a better boss when it comes time to
lead and scale.”