Maesa Magic Incubator 2027 Cohort Names Three Founders

Maesa has announced the three early-stage beauty founders selected for its 2027 Magic Incubator class. Each participant will receive a $35,000 grant alongside personalized mentorship to advance their brands. The 2027 cohort consists of BEAME, gemi, and Sugar Standard, representing niche markets in sun care, K-beauty hand care, and tween-focused nail products.

BEAME is a sun care brand founded by Eniye Okah. It produces UV-detection face patches designed to signal when SPF reapplication is needed. The founders of the K-beauty hand-care brand gemi are Hau Yeung and Erin Choi. Monique Claiborne Cardwell founded Sugar Standard, a press-on nail brand specifically targeted at kids and tweens.

Program structure and support

Participants receive $35,000 grants, personalized mentorship, and tailored guidance through Maesa’s advisory board and experts. The program is distinct for its customizable format, where founders select a 'Major' and 'Minor' challenge to focus their efforts. Mentors then offer guidance specifically tailored to these chosen needs.

Founders will work directly with Maesa experts and the Magic Incubator's advisory board. This model provides hands-on support that adapts to each brand's unique stage and goals, moving beyond a one-size-fits-all approach.

Key program experiences and outcomes

Founders will attend Harvard sessions in October, shows at Cosmoprof in January, and present a capstone to conclude the program. The executive education experience includes three days of meetings with industry experts at the Harvard Faculty Club in October.

In January, founders will travel to Cosmoprof North America Miami. The program culminates with a capstone presentation that same month, concluding the intensive incubation period.

Broader impact and program history

Since 2023, Maesa’s Magic Incubator has committed $420,000 in grants to support underrepresented founders aiming to scale their brands. The flagship program, launched that year, is specifically designed to support founders from underrepresented communities.

The 2027 class marks the fourth cohort for the incubator. Prior funding commitments totaled $315,000. With the addition of the three new $35,000 grants, the program's total funding distributed reaches $420,000.

The program's first major gathering will see founders meet at Harvard in October for three days of meetings with industry experts as part of the executive education experience.