It can be a tough environment for beauty founders and new businesses right now, but there are initiatives out there designed to support them.
From mentoring and operational expertise to promotion in stores and online, Cosmetics Business details the schemes that could help take your beauty business from startup to global scale.
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Maesa Magic Incubator
Now in its fourth year, Maesa Magic Incubator is brand builder Maesa’s flagship initiative designed to support early-stage entrepreneurs from underrepresented communities in the beauty and wellness space.
Applications are now open for the 2027 programme, which offers US$35,000 in funding, along with mentorship from top beauty founders and industry executives.
Among this year’s advisory board are Brian Bordainick, co-founder of viral spot patch brand Starface; Olamide Olowe, founder and CEO of skin care brand Topicals; and Shai Eisenman, founder and CEO of Bubble Skincare,
In addition to funding and mentorship, winners will also receive executive education at Emerson University's Winning the Agentic Consumer programme, hosted at the Harvard Faculty Club, as well as a fully funded experience at Cosmoprof North America Miami.
Maesa Magic Incubator is open to beauty and wellness brands generating less than $1m in annual sales, and founders who identify as women, BIPOC, LGBTQIA+, differently abled, seniors (65-plus), and/or from low-income backgrounds.
Entrepreneurs can apply for Maesa’s incubator programme here.
Sephora prize
Sephora has launched a new programme to incubate European beauty brands, Sephora Prize, which is designed to discover, support, and scale companies from the region.
The winning brand will be offered three years of support that includes R&D guidance, mentoring and “extensive visibility sponsorship” across touchpoints.
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