by Megan Moyer, corporate marketing manager, as appeared in Inside Beauty for Drug Store News
The Maesa Magic Incubator was created in 2023 by Maesa CEO, Piyush Jain to harness the company’s entrepreneurial spirit and support emerging founders, and it is now in its third cohort. “The incubator was created in direct
response to the access gap that exists for entrepreneurs from underrepresented communities. Our mission is to empower the next generation of beauty and wellness founders by providing hands-on support, funding, and personalized mentorship,” he stated.
The program itself is structured around three core pillars, the first is mentorship, and participants choose one major track and one minor one. The entrepreneurs pick whichever track is most relevant for their business. The core curriculum covers topics from finance, sales and supply chain to marketing and creative. Participants spend their time in one-on-one mentor meetings about the topic they chose as their major.
“Our goal is to meet each entrepreneur where they are in their journey and offer resources that fit their unique needs. Beyond the core programming, our cohort gains industry connections through in-person events, networking opportunities, and fireside chats with our advisory board — building relationships that create lasting impact. This initiative is deeply embedded across Maesa and is a huge source of pride for me, and the entire organization,” Jain commented.
The next pillar is funding. Maesa grants each of the three winners $35,000, with no strings attached, for the founders to use however it makes sense for their business.
Read more: Pacifica develops products to make you feel good inside and out
The third pillar is community and in-person engagement. This year’s cohort met in person at a leadership conference at the Harvard Faculty Club in September and will come together again in January at Cosmoprof North America in Miami. Not only do the participants have one another for ongoing support, participants from prior year cohorts become part of the support network also.
The Class of 2026 Maesa Magic Incubator winners are:
- Jeanine Mojum, Amoureux Beauty — Amoureux creates formulas for reactive skin with complex concerns like texture, hyperpigmentation, and signs of aging. The brand’s mission is to redefine sensitive skincare — moving beyond basic barrier support to deliver high-performance, preventative solutions with its Soft Serum and Cozy Cream.
- Jeffrey Stewart, Rizo Radiance — Rizo Radiance is an ingestible beauty company infusing collagen into ready-to-drink teas. The company’s overall mission is to democratize skincare for everyone. Their signature line, Liquid Collagen-Infused RTD Tea, is available at Whole Foods Market.
- Christal Alert, TONAL Cosmetics — Cosmetic scientist Christal Alert created TONAL Cosmetics because she says, “65% of women avoid wearing sun protection. That’s why we’re creating daily wear sun-safe makeup that’s as high-performance as it is high-protection.” Its inclusive SPF 50 foundation–skincare hybrid, offers breathable coverage and long wear.
Alert said she pursued the Maesa Magic
Incubator and wanted to be a part of the ecosystem because a colleague had been through it and spoke so highly of the team and the value of the program. “I think the hands-on approach has been so valuable.” She also noted having access to the Maesa team’s expertise to guide her through some of the challenges she’s encountered has been very helpful.
Stewart also had high praise for the incubator. He said the cohort can always go back to ask questions, “kind of how you can pick up the phone and talk to your parents; they’ve cultivated the relationship with us and with other founders who have been super successful coming out of the Maesa program.”
Read more: The beauty industry is growing — both in store and online
Likewise, Mojum said, “The Maesa team has been incredible. I was really surprised at first how involved their senior team was, that was right out of the gate; and number two, I would say that I’ve loved how personalized the program is. The Maesa team has really made this a conversation between them and us as three brands that are all in different phases of our life cycle and in different categories with different goals. I’ve loved how tailored their approach is.”
Jain said, “We know that the right support can make a difference. The statistics show that a high proportion of entrepreneurial ventures fail in their early years, and this is even more acute for founders from underrepresented communities. At Maesa, we believe it’s our privilege and responsibility to help address that gap. The Maesa Magic Incubator is a direct reflection of our belief that a more inclusive and diverse beauty industry is better for everyone. By providing access to experienced advisors, industry connections, and actionable resources, we are helping early-stage founders build brands that will endure long into the future.”
More details on the Maesa Magic Incubator program can be found on Maesa’s website.