Excitement around Maesa’s Magic Incubator program continues to soar — not just among the diverse group of emerging entrepreneurs eager to join, but also among Maesa’s own employees who are eager to mentor and contribute, said Piyush Jain, CEO of Maesa.

Like past years, at the heart of the program is a thoughtful “major and minor” track system that allows each entrepreneur to pinpoint exactly where they need the most support. “Someone might say, ‘I’ve launched my brand, but I’m not happy with my packaging — help me bring my vision to life.’ Another might say, ‘My background is in running brands, but I’ve never touched supply chain operations,’” Jain explained.

Each founder identifies their major need — the area that will make the biggest impact on their business — along with minor areas for additional guidance. Maesa’s internal teams then rally around those priorities, offering tailored expertise that can look very different from one participant to the next. “It’s a customized program, and we think that creates a lot of value,” Jain said.

Beyond hands-on mentorship, the incubator also opens doors. Participants gain lasting exposure to industry networks — both inside Maesa and across the broader beauty and consumer landscape. “That’s a huge value add of the program,” Jain added. “They’re not just growing their businesses; they’re building recognition and relationships that last well beyond the program itself.”

This year’s program includes a capstone project presentation to an advisory board, which includes Jain; CMO/CBO of Maesa, Oshiya Savur; Maesa General Manager, Managed Brands Scott Kestenbaum; Hero Cosmetics Co-Founder Ju Rhyu; Kitsch Founder & CEO Cassandra Thurswell; Fresh and The Maker Co-Founder Alina Roytberg; BeautyMatter Founder & CEO Kelly Kovack; and Managing Director, Bain Capital Private Equity Portfolio Group, Liraz Evenor.

Here, this year’s winners:

Founded by Jeanine Mojum, Amoureux Beauty creates formulas for reactive skin with complex concerns like texture, hyperpigmentation and other signs of aging. The brand’s mission is to redefine sensitive skincare, with a goal of moving beyond basic barrier support to deliver high-performance, preventative solutions.

Winner Worthy: Jain actually met Mojum during the interview process, and she talked about how she, herself, suffered from eczema and PCOS and tried a variety of products. “She talked to the scientist community to develop products that met her personal needs and how she’s gone and created this product — so a strong personal story,” Jain explained.

Jeffrey Stewart is the founder of Rizo Radiance, a drinkable beauty company infusing skincare’s best ingredients into ready-to-drink beverages. Its mission is to democratize skin care for everyone. The brand’s signature collection, Liquid Collagen-Infused RTD Tea, is available at Whole Foods.

Winner Worthy: Stewart wants to create additional drinkable teas with other special ingredients infused, Jain said. “It was a clear, unique idea we know will explode,” he noted.

TONAL Cosmetics founder Christal Alert created a brand designed to deliver curated beauty essentials for discerning routines. Sunveil, its inclusive SPF 50 foundation – skin care hybrid, offers breathable coverage and long wear — bringing ease, joy and modern design to everyday beauty.

Winner Worthy: Alert worked as a cosmetic scientist and in hospitals and saw the need firsthand, so she developed her brand accordingly, Jain noted. “The story was incredibly strong, and the passion that went behind the product development comes from her background and history,” Jain said.

As far as the selection process, Jain said it’s robust. Close to 200 people applied, he said, and Maesa employees go through the applications and help shortlist based on the criteria. “‘Does it represent a personal passion for the entrepreneur?’ ‘Is the idea unique and different and is there clarity on how Maesa can help?’” he explained. Based on that, 10 applicants are picked and then, three winners make it based on personal passion, uniqueness and potential synergies with Maesa.

Finalists this year included the following:

BiotechBeauty, founded by Alanna Tran, offers microbiome-friendly, biotech-powered makeup designed to improve skin without clogging pores. Its products are clinically tested and non-comedogenic, providing acne-safe makeup that supports the skin barrier and microbiome for a healthy glow from within.

Femigist, founded by Amara Onwukaeme, specializes in women’s wellness and natural hormonal balance care. The brand’s plant-powered hormonal wellness products are rooted in science, culture and care, created with women of color at the center but designed to support everybody. The products are universally effective and championed by women who understand the needs of their community.

Huey Suncare, founded by Justin Hillery, provides sun protection for every hue. Huey offers safe mineral sunscreen formulated for every skin tone, with options for both nourishing everyday protection and tinted, unobtrusive formulas for active use.

Jung+ Longevity, founded by Simon Sakhai, creates advanced longevity supplements aimed at liberating human longevity. They translate the latest scientific advancements in aging research into products and technologies designed to slow aging and extend healthy lifespan. Their offerings feature clinically proven ingredients backed by over 400 studies, developed with world-leading longevity experts, and formulated at physician-strength therapeutic doses using high-purity, lab-grade ingredients for maximum performance.

Kint Cosmetics, founded by Malika Benzekri, is a beauty brand for a new generation of men. Taking a straightforward approach, Kint makes products that work by enhancing rather than transforming. Inspired by the Japanese art of Kintsugi, the brand sees beauty in every crack, imperfection, and part that makes you whole, without trying to redefine masculinity or revolutionize routines.

Texture Crush, founded by Teneya Gholston, is a hair care brand that celebrates the beauty of texture through the power of plant-based botanicals, along with modern education tailored for curly and coily hair. Each product is specially designed with a proprietary, frizz-fighting blend of nourishing ingredients to conquer wash day with ease.