May 2024

Maesa’s formula has blended the art of incubation and the science of co-creation for 25 years, creating brands including Kristin Ess Hair, Superb’ry, Ashley Tisdale’s Being Frenshe and Drew Barrymore’s Flower Beauty. But with more brands entering the market than ever in recent times, Piyush Jain, chief executive officer of Maesa, said he has a couple of key inquiries to ask of all potential brands before giving a green light, starting with if the brand and its products are even mandatory.   “We’ve seen an increasing number of brands with the entry barriers happening but at the identical time for beauty brands to succeed has turn out to be much harder,” said Jain in conversation with beauty market editor James Manso....