After completing an intensive 12-week Maesa Magic Incubator mentorship program, three founders of innovative beauty and wellness brands are gearing up to scale their businesses, secure new retail partnerships, and disrupt their respective categories.

In its second year, the initiative — launched in 2023 by Maesa, the leading disruptor in beauty and personal care — has chosen three emerging brands to guide through its comprehensive program: Berri-Clear Skin, a skin care line targeting dark spots; Motivo Scar Care, which focuses on improvement of the appearance of scars; and The Potion Studio, a luxe brand designed for textured hair.

Maesa’s track record includes supporting founders from underserved communities, including BIPOC, LGBTQIA+, differently-abled, low-income, and individuals aged 65 and older. This commitment extends to the product lines Maesa champions, focusing on white space needs within the beauty and wellness categories.

“We were looking for disruptive ventures across beauty and wellness categories that addressed unmet consumer needs and had authenticity that resonated with consumers” said Piyush Jain, CEO of Maesa. “Above all, we were looking for passionate entrepreneurs from under-represented communities whose brand ideas were personal to them.”

The success of last year’s graduates continues to fuel optimism for the new cohort.

“We are very excited to see the graduates of the first cohort of the Maesa Magic Incubator thriving and scaling their businesses,” said Jain. “Over the past year, they have been launching the latest innovations, expanding their distribution, refining their packaging and digital presence, and gaining recognition in the press.”

Among last year’s winners, Peach Fuzz Clinic, a Brooklyn-based hair removal service, expanded into a second location and is set to debut a new product this spring. Additionally, Squigs Beauty, a lively Ayurvedic beauty brand, has earned consumer awards for its products.

Maesa’s focus on supporting founders from underrepresented communities is reflected in this year’s graduates. Aziza El Wanni, founder of The Potion Studio, is of Caribbean-Palestinian descent and created the brand after years of experimenting with products for her textured hair. El Wanni sees the program as a crucial step in her journey.

“It means stepping into the next phase of growth with a stronger foundation, clearer strategy, and a deeper understanding of how to scale effectively,” she said. “It also means expanding into more retailers and launching new products.”

Marsha McBain, founder of Berri-Clear Skincare, drew inspiration from formulas passed down by her Trinidadian mother to create a line targeting dark spots and hyperpigmentation. McBain is now focused on refining her brand’s story and market positioning.

“I learned that rebranding isn’t just about aesthetics, it’s about clarifying our brand story, strengthening our market differentiation, and optimizing our packaging and messaging to better connect with consumers,” said McBain. “I feel confident about unlocking new opportunities, from attracting larger retail partners to expanding our customer base.”

And Jadis Montijo, founder of Motivo Scar Care, emphasized how the program helped him sharpen his focus as an early-stage entrepreneur.

“It was a validation of the work we’re doing and the potential we have in the beauty industry,” Montijo said. “One of the biggest takeaways for me was the importance of strategic focus. As an early-stage founder, it’s tempting to cast a wide net, but I learned that homing in on a specific audience and clearly defining our white space opportunity makes a stronger impact.”