'Every day celebrities phone wanting to be a beauty billionaire': Inside the world of brand incubators

Beauty incubators like Maesa, Waldencast and Beauty Bespoke Brands plan to be the next Unilever or L'Oréal, while their celebrity partners aspire to be the next Kylie Cosmetics

Image by Charlotte Alldis

What do Millie Bobby Brown, Will Smith and Kim Chi have in common? No, it is not the beginning of a bad joke.

This trio have all entrusted brand incubators to develop their cosmetics empires, as did Drew Barrymore, Emily Ratajkowski, the Kardashian-Jenner clan and new to the beauty scene, Pryianka Chopra.

Whether it's founder-led brands, retail exclusive lines or viral trend specialists, what's clear is that beauty incubators (aka turn-key operations or private label manufacturers) are a growing global movement that is . . .

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