Three emerging brands join Maesa’s incubator

The US beauty brand developer has selected three emerging businesses for the fourth cohort of its Maesa Magic Incubator. London-based Beame is focusing on sunscreen reapplication, with colour-changing UV detection stickers and transparent UPF 50+ patches (Ultraviolet Protection Factor). In San Francisco, gemi brings K-beauty principles to hand care with a product combining hand sanitiser and serum. Sugar Standard, based in Portland, Oregon, is rethinking press-on nails for children and tweens. Each founder will receive a $35,000 grant (approximately €31,200), alongside mentoring and access to Maesa’s network of industry experts. With the new cohort, the incubator’s total grant commitment since launch will reach $420,000 (approximately €375,000).