Maesa opens 2027 incubator to support underrepresented beauty brand founders

By Lynsey Barber | Published: 10-Jul-2026

The latest Maesa Magic Incubator programme will offer $35,000 in funding and mentorship from established beauty brand founders and industry executives

Maesa has opened its 2027 incubator programme to support beauty brands founders.

Maesa Magic Incubator is the brand-builder’s flagship initiative designed to support early-stage entrepreneurs from underrepresented communities in the beauty and wellness space.

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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.

This year’s advisory board includes Brian Bordainick, co-founder of viral spot patch brand Starface, and Olamide Olowe, founder and CEO of skin care brand Topicals.

Plus, Shai Eisenman, founder and CEO of Bubble Skincare, and Tomi Talabi, founder of global founders network The Black Beauty Club.

Leaders from Maesa and investment firm Bain Capital are also on the board.

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.

“It is exciting to see the compounding impact of the programme that makes the beauty industry more inclusive and representative; this is exactly what we set out to do,” said Piyush Jain, CEO of Maesa.

“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.”

Now entering its fourth year, Maesa’s annual Magic Incubator programme has since awarded $315,000 in funding and helped launch nine emerging founders.

Previous winners include Christal Alert with Tonal Cosmetics, which is dues to launch in US retailer Violet Grey this summer, and Aziza El Wanni with luxury hair care brand The Potion Studio.

“I am most proud of the community we have built over the past four years, and it continues to grow with every new cohort,” said Jain.

“We are seeing long-lasting relationships form, not just between founders, but with Maesa and our employees as well.

“Our alumni continue to thrive and show up for one another, lifting each other as they grow.”

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.