Launch Date: February 2018
Geography: Los Angeles, CA, US
Founder: Allison McNamara, Founder + CEO
Advisors:
2025 Full Year Projected Revenue: $5M - $8M, according to industry estimates
Primary Category: Skincare
Other Category: Bodycare
Funding: Self-Funded
Primary Distribution Channel: Prestige
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 1,000
MARA is an award-winning line of algae-infused skincare products powered by our clinically tested proprietary algae—sourced via wild collecting in France and Ireland. Founded in 2018 by Allison McNamara, MARA’s hydrating, transformative formulas are a reimagined take on classic skincare using first-to-market clean actives mixed with marine algae that strengthen the skin barrier so you can Sea the Glow. MARA is committed to protecting our oceans as a member of 1% for the Planet, where a portion of every purchase goes to Seatrees to help rebuild our kelp forests. Get ready to Sea the Glow.
Insights: Allison McNamara, Founder + CEO
Why now and why you?
MARA has been in business since 2018. We take a meticulous, science-first approach to our formulation and own every MARA formula we've launched thus far. Our formulas are unique, distinctive, and transformative and challenge old categories and delivery systems by dreaming up new ways to deliver key actives through hydration.
MARA entered all US Sephoras in-store in Q4 of 2024, and it's been incredible watching so many new customers discover and fall in love with the brand. More specifically, our Algae Enzyme Cleansing Oil is our brand bestseller and has continued to scale and drive new customer acquisition since its launch in 2020, Hailey Bieber's organic endorsement in 2021, and winning the Allure Best of Beauty in 2024. We've supported this product heavily with marketing, sampling, and out-of-home, and it continues to be the product our customers reach for time and time again. Our newest hero, Pearl Peptide Glaze, which launched in Feb 2025, has already sold out three times on sephora.com. It's been an incredible year of alignment, opportunity, and momentum for MARA, and we are honored to be recognized in the NEXT50 by BeautyMatter.
What fuels your competitive advantage?
MARA is a modern take on clinically proven actives, rooted in our proprietary algae and hydration to transform skin and simplify skincare routines. We develop best-in-class, clean algae formulas that address all key skincare concerns while minimizing your routine into three steps or less. Our competitive advantage lies in the fact that our founder Allison has an extensive background in media, journalism, and reporting—coupled with a family member who's deeply rooted in beauty and also happens to be MARA's advisor. All MARA formulas are written and designed by Allison prior to R&D with our cosmetic chemists and are developed around key actives, hydration, and cutting-edge marine superfoods that give MARA formulas that gorgeous, youthful looking glow. Algae is a unique category where we continue to discover new species, functions, and cutting-edge technology, which allow us to constantly continue to push boundaries with efficacy and discovery for future formulations.
What are you most proud of accomplishing to date?
Launching in all US Sephora stores! Sephora was always on my vision board—to launch there with my dream range of products, in all US doors, was definitely a career highlight!
What is the one thing you wish someone had told you?
Like anything in life, it never gets easier. However, your ability to navigate hard situations, regulate your stressors, and intuitively listen to your gut becomes more refined, so while it's not ever any easier, your bandwidth becomes bigger and so are the challenges you're able to overcome. I'm always impressed with how much personal and professional growth you go through in having your own business. There's really nothing quite like it.
What would you tell your past self before starting this journey?
It never gets easier, but you will become well-equipped and experienced to handle everything that comes your way. Each new hurdle is the opportunity to add to your skill set.
What does success look like in the next 3-5 years?
Expanding our MARA offering inside US Sephoras with more dedicated space, front-of-store placements, and end caps. Globally, expanding into key markets with strong retail partnerships in Australia, Canada, and Europe are high on the agenda. Bringing the MARA experience to our customers in real life by way of larger scale, culturally relevant activations, strategic brand partnerships, and marketing moments. Fostering community and developing MARA into a household skincare name while continuing to grow our skincare offerings slowly and thoughtfully with hero SKUs that our customers love.
What's one industry trend that is overhyped, and what's being overlooked?
Hyaluronic acid is something you will never find in MARA formulas. Not only does my skin personally not respond well to this ingredient, but it's found in so many formulas on the market and can have the opposite effect of hydration on certain skin types. I stay away from any product with HA; instead, we use ingredients like sea moss to draw in and retain moisture.
How do you think the industry needs to evolve?
I'd like to see more brands develop incredible formulas that are also fun, viral, and trendy. Products can (and should) be able to achieve both. So many of the viral hits are not efficacious and filled with dyes and fragrance. While I know customers love the whimsy many brands offer, I'd like to see many of these formulas upped a notch in terms of formulation and efficacy.
If you could wave a magic wand, what one wish would you make for your business?
For our Algae Enzyme Cleansing Oil to be the best-selling cleansing oil and makeup remover at Sephora!
