Maesa has unveiled the winners of its 2024 Maesa Magic Incubator.
The beauty brand builder’s programme is dedicated to empowering early stage entrepreneurs from underrepresented communities.
Now in its second year, Maesa Magic Incubator aims to accelerate innovation within the beauty and wellness industry by providing tailored business support.
It also awards a US$35,000 grant to each of the three selected brands.
Maesa said it selected this year’s winners, Motivo Scar Care, Berri-Clear Skincare, and The Potion Studio, for their distinctive strategies to address critical gaps in the beauty market.
The programme will provide the brands with funding, mentorship and industry access.
The Maesa Magic Incubator focuses on entrepreneurs from historically underrepresented groups, including women, black, indigenous and people of colour (BIPOC), lesbian, gay, bisexual, transgender, queer or questioning, intersex, asexual, or aromantic and their allies (LGBTQIA+), and differently-abled individuals.
This year, the incubator is said to shine a light on beauty brands tackling ‘white spaces"’ areas where consumer needs remain unmet or underserved.
Maesa defines ‘white spaces’ as “areas in the beauty and wellness sectors where consumer needs are unmet or underserved.
“These gaps present opportunities for innovation, and the winning entrepreneurs of the #MaesaMagicIncubator is tackling some of the most important white spaces in the industry.”
Piyush Jain, Maesa’s CEO, told Cosmetics Business that the selection process prioritises brands with a clear mission and strong consumer insight.
"We evaluate applicants on their understanding of market needs and their brand’s potential to fill those gaps," he said.
"We seek founders who are not only solving problems but are committed to driving meaningful change."
Among the winners is Motivo Scar Care, founded by Jadis Montijo, whose products offer scar care aimed at enhancing the healing process.
Berri-Clear Skincare, led by Marsha McBain, focuses on helping communities of colour combat hyperpigmentation with superfruits from Trinidad and Tobago.
The Potion Studio, founded by Aziza El Wanni, is elevating textured hair care with natural, luxury products designed to simplify hair care routines.
Winning products Motivo Scar Care and Berri-Clear Skincare
Jain highlighted how the programme equips founders with essential tools to grow, offering not just funding but also hands-on mentorship and exposure to key industry players.
"Motivo Scar Care is redefining post-surgery healing, while Berri-Clear Skincare addresses a significant gap in hyperpigmentation treatments for diverse skin tones.”
“The Potion Studio is carving out space in the luxury textured hair care market. All of these brands are positioned to meet growing consumer demands in untapped sectors," Jain told Cosmetics Business.
The incubator’s winners will also gain access to the "Future of Commerce and Work" programme at Harvard, as well as a fully-funded trip to Cosmoprof North America Miami in January 2025.
Looking ahead, Maesa plans to further expand its commitment to diversity and innovation in beauty.
When asked about the future of the programme, Oshiya Savur, Maesa’s Chief Marketing Officer, hinted at plans to scale the initiative.
This, Savur said, underscores Maesa’s broader mission to support entrepreneurial voices from diverse backgrounds.
She said: "The Maesa Magic Incubator is not just about creating new brands; it's about reshaping the industry to better reflect today’s diverse consumer base.
"By empowering these entrepreneurs, we’re unlocking new opportunities that will have long-term benefits across the entire beauty and wellness market."
