Key Takeaways:
Maesa, the next-gen beauty company behind accessible yet prestige-inspired brands like Fine’ry, Hairitage by Mindy, and Being Frenshe, has hosted its third year of the Maesa Magic Incubator (MMI). The annual program reflects more than a philanthropic gesture; it’s a strategic extension of the company’s founding ethos to democratize beauty through innovation and inclusivity. The program underscores Maesa’s sustained investment in empowering underrepresented founders across the beauty and wellness landscape.
Unlike many corporate incubators that stop at mentorship, the MMI delivers tangible, high-impact support designed to move brands forward. Each winner receives a $35,000 grant, hands-on mentorship from Maesa leaders, and a customized curriculum tailored to their brand’s most critical growth areas.
“We started the Maesa Magic Incubator to bridge the access gap for beauty and wellness entrepreneurs from underrepresented communities,” Piyush Jain, CEO of Maesa, told PR Newswire. “We know the impact of this program is real, and that access to the right resources and mentorship can fuel the next chapter of these beautiful brands.”
By pairing hands-on mentorship with funding and visibility, Maesa continues to expand its role from brand builder to ecosystem builder, helping to reshape the future of beauty entrepreneurship with purpose and momentum.
This year's MMI winners represent the next frontier of beauty and wellness innovation—the founders whose ideas challenge convention and reimagine inclusive, science-backed beauty you can like.
Amoureux Beauty, founded by Jeanine Mojum, is redefining what it means to formulate for sensitive skin. Moving beyond basic barrier repair, Amoureux develops active, high-performance solutions that address complex skin concerns, including texture, hyperpigmentation, and early signs of aging. The brand offers care that’s as advanced as it is gentle.
Rizo Radiance, the brainchild of Jeffrey Stewart, brings a fresh take to the “beauty-from-within” movement through drinkable skincare. Its ready-to-drink teas infused with collagen and other actives are designed to make healthy, radiant skin as easy as hydration. Rizo Radience bridges wellness, accessibility, and daily ritual.
TONAL Cosmetics, created by cosmetic scientist Christal Alert, delivers a streamlined approach to modern complexion. With Sunveil, an inclusive SPF 50 foundation-skincare hybrid, the brand combines protective science with elegant simplicity. The goal is to help consumers achieve breathable coverage that enhances skin health as much as aesthetics.
Together, these three founders exemplify the kind of disruptive thinking the MMI was built to amplify. The three winners translate authenticity, science, and purpose into the next generation of beauty.
The program connects founders directly to the broader beauty ecosystem. Participants will attend the “Future of Commerce and Work” program at the Harvard Faculty Club and represent their brands at Cosmoprof North America Miami in early 2026.
A powerhouse advisory board underscores that commitment to real-world traction. Names like Ju Rhyu (co-founder, Hero Cosmetics), Cassandra Thurswell (founder & CEO, Kitsch), Alina Roytberg (co-founder, Fresh), and BeautyMatter's own Kelly Kovack (founder & CEO, BeautyMatter) sit alongside Maesa’s executive leadership, ensuring each founder benefits from both entrepreneurial and institutional expertise.
The 2024 class featured three founders leading the charge in purpose-driven product creations: Jadis Montijo of Motivo Scar Care, merging patient experience with medical expertise to elevate scar care standards; Marsha McBain of Berri-Clear Skin, pioneering the world’s first dark spot superfruit line rooted in the biodiversity of Trinidad and Tobago; and Aziza El Wanni of The Potion Studio, bringing luxury, intentionality, and inclusivity to textured haircare.
In 2023, the program spotlighted brands rewriting category narratives: House of Foster by Selah Jael, an explorative fragrance line celebrating culture-led scent stories; Fuzz Clinic by Keisha Wagner-Gaymon, offering botanical-based hair removal skincare for multicultural consumers; and Squigs Beauty by Nikita Charuza, the playful yet effective Ayurvedic brand behind Happy Headcare.
In an era where beauty incubators and accelerators are becoming critical engines for innovation, MMI stands for its commitment and the scale of its impact. Maesa has proven its ability to identify bold ideas and turn them into scalable brands. The program doesn’t just feed Maesa’s innovation pipeline; it reshapes the conversation around access and representation in beauty. By backing underrepresented founders with real resources and mentorship, Maesa is investing in the diversity of ideas that will drive the industry’s next wave of growth.
At a time when the market rewards authenticity, science-backed storytelling, and founder-led creativity, MMI is not a charity but a strategy, designed to ensure the future of beauty reflects the richness of the consumers it serves.
With its third cohort now underway, the Maesa Magic Incubator signals a growing movement towards founder empowerment, sustainable innovation, and shared success. The next era of beauty will be built not only by legacy brands, but by the entrepreneurs they help.
