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Selected from hundreds of applicants, three founders redefining beauty and wellness earn $35,000 funding and hands-on mentorship.
October 14, 2025
By: Lianna Albrizio
Associate Editor
Maesa has waved the wand on the winners of its third annual Maesa Magic Incubator program.
The initiative is dedicated to closing the entrepreneurial access gap by championing early-stage beauty and wellness founders from underrepresented communities, including women, BIPOC, LGBTQIA+, differently abled entrepreneurs, low-income individuals and seniors over 65.
From a highly competitive pool of applicants, three inspirational entrepreneurs were selected. Each impressed the Maesa Leadership Team with bold ideas that address critical gaps in the market while resonating with today’s consumers who are seeking both inclusivity and innovative solutions.
“We started the Maesa Magic Incubator to bridge the access gap for beauty and wellness entrepreneurs from underrepresented communities. I feel great pride that, for three years now, we have identified and helped winners who are redefining established categories and opening entirely new ones,” said Piyush Jain, CEO of Maesa. “We know the impact of this program is real, and that access to the right resources and mentorship can fuel the next chapter of these beautiful brands. Each of the three winners in our 2025/2026 cohort embodies the entrepreneurial spirit that drives Maesa. Teams across Maesa are excited to share the #MaesaMagic with the winners and help them on this exciting journey ahead.”
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.
Jeffrey Stewart, Rizo Radiance – Rizo Radiance is a drinkable beauty company infusing skincare’s best ingredients into ready-to-drink beverages. Our mission is to democratize skincare for everyone. Experience our signature collection, Liquid Collagen-Infused RTD Tea, now available at Whole Foods Market.
Christal Alert, Tonal Cosmetics – Founded by cosmetic scientist Christal Alert, TONAL Cosmetics delivers curated beauty essentials for discerning routines. Sunveil, its inclusive SPF 50 foundation–skincare hybrid, offers breathable coverage and long wear – bringing ease, joy and modern design to everyday beauty.
The Maesa Magic Incubator Program starts with a core curriculum covering essential business fundamentals, with each entrepreneur then choosing a major and minor track to focus on the areas that will drive the biggest impact for their brand. They receive hands-on training, personalized mentorship, interactive learning and a $35,000 grant.
The program goes beyond mentorship as the three entrepreneurs will attend the exclusive “Future of Commerce and Work” program at the Harvard Faculty Club and represent their brands at Cosmoprof North America Miami in January 2026. The incubator is designed to be educational and action-driven, equipping winners with the tools, networks and confidence to scale their businesses and shape the future of beauty and wellness.
The program will culminate with a capstone project presentation to the advisory board comprised of Maesa executives, beauty entrepreneurs, and industry thought leaders. This year’s advisory board includes Piyush Jain, CEO, Maesa; Oshiya Savur, chief marketing officer, Maesa; Scott Kestenbaum, general Manager, managed brands, Maesa); Ju Rhyu, cofounder, Hero Cosmetics; Cassandra Thurswell, founder & CEO, Kitsch; Alina Roytberg, cofounder, Fresh & The Maker; Kelly Kovack, founder & CEO, BeautyMatter; and Liraz Evenor, managing director, Bain Capital Private Equity Portfolio Group.
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