Entrepreneurship is the lifeblood of the beauty industry. And every founder deserves their voice to be heard. With DEI initiatives rolling back and persistent funding barriers for BIPOC founders, being heard, especially if you’re a minority, has intensified.

That’s why mentorship is so important and where Maesa Magic Incubator steps in.

Now in its third year, Maesa Magic Incubator is designed to support early-stage beauty and wellness entrepreneurs from underrepresented communities. The program is now accepting applications for the 2025/2026 cohort.

“Each year Maesa Magic Incubator reaffirms what we already know and believe – that there’s no shortage of talent, only a shortage of access,” said Piyush Jain, CEO of Maesa.

Tailored for brands with under $1,000,000 in sales, Maesa Magic Incubator offers funding, high-impact mentorship, in-person events, and customized learning tracks to founders who identify as women, BIPOC, LGBTQIA+, differently abled, seniors (65+), and/or from low-income backgrounds.

Since its launch in 2023, the program has awarded more than $200,000 in funding and has graduated six inspiring entrepreneurs, including last year’s winners Jadis Montijo of Motivo Scar Care, Marsha McBain with Trinoli, and Aziza El Wanni from The Potion Studio.

CEW recently chatted with Maesa’s Jain to learn more about this year’s program and what makes it unique from other incubators.

CEW: What was the thought process behind Maesa Magic Incubator?

Piyush Jain: Maesa turned 25 in 2023, and launching Maesa Magic Incubator [MMI] was a way for us to honor our entrepreneurial roots. We truly believe that only companies that make the world around them better will thrive in the future.

When you look at the world of beauty entrepreneurs, it’s disappointing to see that founders from underserved communities still face significant challenges, especially around access to funding and mentorship. As we thought about how Maesa could create meaningful impact, we aimed to bridge those gaps. Through MMI we identify early-stage beauty entrepreneurs with bold, impactful ideas and provide no-strings-attached funding and, just as importantly, we offer hands-on mentorship and guidance to help their brands break through.

CEW: What’s new this year?

PJ: We’re pushing even further into personalization. We have heard from our winners that the highly tailored approach and ‘Major’ and ‘Minor’ tracks brought tangible value to their businesses. We are maintaining our intentionally small cohort of three winners because this intimate size creates deeper impact. For year three, we are welcoming a new group of accomplished beauty entrepreneurs to join the MMI Advisory Board, which includes me, and Maesa’s Oshiya Savur and Scott Kestenbaum, as well as Liraz Evenor from Bain Capital. In addition, this year we welcome Alina Roytberg [Fresh & The Maker], Ju Rhyu [Hero Cosmetics], Cassandra Thurswell [Kitsch], and Kelly Kovack [BeautyMatter], and we are excited about the insight and mentorship they’ll bring to our winners.

CEW: Can you share some success stories from the past classes?

PJ: We are so proud to have graduated six entrepreneurs from the program, and we are starting to build a powerful alumni network. Last year, we had the honor of supporting three incredibly talented entrepreneurs, and it has been a privilege to watch their continued success. The program delivered tangible outcomes for each, with individualized tracks that enabled the winners to tackle real business challenges. For example, one entrepreneur focused on structuring a go-to-market strategy, while another partnered with our creative studio on a full rebrand, including branding and packaging design, to reflect the evolution of their business. We have seen exciting milestones, including expanded distribution and industry awards, that reflect the power of targeted support and real access. For us, the Program doesn’t end at graduation, our alumni stay connected, and the support from Maesa continues well after the program concludes.

CEW: There are a few incubators in the industry, what separates yours from the rest?

PB: What sets us apart is our perspective, as an incubator ourselves, we have deep roots in building and scaling beauty brands. That experience gives us a unique understanding of what early-stage founders really need to succeed. Our eligibility criteria are also intentionally broad. We welcome founders from all underrepresented communities because we recognize that access gaps exist across many dimensions. Another major differentiator is the in-person element of our program. We create meaningful opportunities for winners to connect with each other and with industry leaders. This includes a dedicated panel for our winners at Cosmoprof North America in Miami, as well as our signature leadership conference at the Harvard Faculty Club.

CEW: How many applicants do you expect this year? And please recap the benefits a winner stands to win. 

PJ: We receive around 200 applications each year and from those we select three winners. Each winner receives $35,000 in no-strings-attached funding, but the funding is just one part. They also gain access to a comprehensive, curated curriculum and mentorship designed to accelerate their businesses. We cover a wide range of topics including Brand Strategy, Design, Finance, Distribution Strategy, Supply Chain, Marketing and more. The program also includes one-on-one sessions with Maesa experts, fireside chats with top beauty entrepreneurs on our Advisory Board, and in-person events. It’s a high-touch experience built to meet each founder where they are and help them grow. 

CEW: Any advice on how a brand can stand out?

PJ: We are looking for entrepreneurs who are clear on their ideas, passionate about their mission, and ready to take their business to the next level. Beauty is an incredibly competitive space, so what stands out are founders who can clearly identify an unmet need, have a compelling solution, and are open to guidance. Knowing what you want to get out of the program is key. Be honest and specific: what’s your vision, what are your biggest challenges, and how do you see Maesa helping you move forward? The more clearly you can articulate that, the better we can understand you and your journey.

 *Eligible entrepreneurs can apply to the Maesa Magic Incubator program before August 6, 2025, by visiting: https://maesa.com/pages/maesa-magic-incubator.