Maesa is doubling down on one of beauty's biggest long-term challenges: who gets the opportunity to build the industry's next generation of brands.
The beauty incubator behind brands including Kristin Ess, Fine'ry, Being Frenshe, Mix:Bar, and Hairitage by Mindy McKnight has opened applications for the fourth edition of its Maesa Magic Incubator, expanding the founder development program with increased funding, new advisory board members, and a stronger focus on the evolving realities of modern brand building, including artificial intelligence (AI).
As venture funding remains selective and emerging founders continue to face barriers to accessing capital, mentorship, and retail networks, corporate-backed incubators are increasingly becoming an important gateway into the beauty industry. Rather than simply providing investment, programs like Maesa's are positioning themselves as long-term talent pipelines that combine education, executive mentorship, and industry access to help founders reach commercial scale.
"It is exciting to see the compounding impact of the program that makes the beauty industry more inclusive and representative; this is exactly what we set out to do," said Piyush Jain, CEO of Maesa, in a press release. "We develop, mentor, and grow brands at Maesa. It is rewarding to extend that energy to the Maesa Magic Incubator community, paralleling our day-to-day with a bridge to the next generation."
Launched in 2023, the incubator supports beauty and wellness entrepreneurs from underrepresented communities, specifically founders who identify as women, BIPOC, LGBTQIA+, differently abled, seniors aged 65 and over, or those from low-income backgrounds. Eligible businesses must generate less than $1 million in annual revenue.
To date, the initiative has supported nine founders while distributing $315,000 in grant funding. For the 2027 cohort, each selected founder will receive a $35,000 non-dilutive grant alongside a tailored business development program.
Beyond funding, Maesa is placing greater emphasis on education and strategic mentorship. Founders will receive personalized guidance through customized learning tracks that cover both core business disciplines and complementary growth areas, along with workshops, fireside chats, and one-on-one mentoring.
One of the program's most significant additions reflects how quickly technology is reshaping consumer brands. Participants will have access to the Emerson University Executive Education Program, Winning the Agentic Consumer, hosted at the Harvard Faculty Club, exploring how AI is transforming commerce, retail, and consumer behavior through workshops and real-world case studies.
The cohort will also receive a fully funded experience at Cosmoprof North America Miami, including access to networking events, educational programming, the Entrepreneur Academy, and exclusive founder-focused sessions.
The program concludes with founders presenting their businesses to Maesa's advisory board, a group that continues to blend operators, investors, and industry leaders. New advisors joining the 2027 cohort include Brian Bordainick, co-founder of Starface and Julie Products; Brian Sugar, founder of Sugar Capital and Popsugar; Olamide Olowe, founder and CEO of Topicals; Shai Eisenman, founder and CEO of Bubble Skincare; and Tomi Talabi, founder of The Black Beauty Club.
They join returning advisors, including BeautyMatter founder and CEO Kelly Kovack, Bain Capital Managing Director Liraz Evenor, Maesa CEO Piyush Jain, Maesa co-founder Scott Kestenbaum, and Molly Kennedy, SVP of Brand Marketing at Maesa.
Jain says one of the program's biggest successes has been the network that has formed beyond the formal curriculum. "I'm most proud of the community we've built over the past four years, and it continues to grow with every new cohort," he said.
"We are seeing long-lasting relationships form—not just between founders but with Maesa and our employees as well. Our alums continue to thrive and show up for one another, lifting each other as they grow. The way Maesa team members work with entrepreneurs, both through the program and beyond, is truly inspiring. It is their spirit of paying it forward and sharing a little bit of the #MaesaMagic that makes the program special."
The incubator has already begun producing commercial momentum for its alums. The 2026 cohort included Jeanine Mojum of Amoureux Beauty, Jeffrey Stewart of Rizo Radiance, and Christal Alert of Tonal Cosmetics, with Alert's brand set to launch at Violet Grey just months after completing the program.
As beauty continues to grapple with founder diversity, tightening investment markets, and increasingly sophisticated consumer expectations, initiatives like the Maesa Magic Incubator highlight how established industry players are investing beyond product creation, helping shape the entrepreneurs who may define beauty's next decade.
Applications for the 2027 Maesa Magic Incubator are open through August 7, 2026.