Maesa Company Profile

Background

Founded in 1997, Maesa has established itself as a leading beauty brand incubator, specializing in the creation and development of exclusive beauty brands across various categories, including haircare, color cosmetics, fragrance, and skincare. The company's mission is to ignite inspiration, creativity, imagination, and connection through beauty, aiming to meet unmet consumer needs and redefine possibilities within the industry. Maesa's vision focuses on breaking traditional limits and discovering new opportunities without restriction.

Key Strategic Focus

Maesa's strategic focus centers on incubating and growing innovative beauty brands that make prestige beauty accessible to a broader audience. The company emphasizes:

Brand Incubation and Development: Creating and nurturing brands that resonate with consumers, such as Kristin Ess, Hairitage by Mindy McKnight, Fine'ry, and Being Frenshe.

Innovation and Speed to Market: Leveraging best-in-class design, formulation, and marketing capabilities to deliver differentiated products with rapid market entry.

Sustainability: Committing to eco-friendly practices, as demonstrated by partnerships with organizations like the Arbor Day Foundation and the launch of sustainable brands like Hey Humans.

Financials and Funding

In 2019, Bain Capital Private Equity acquired a majority stake in Maesa, providing the company with resources to accelerate its growth strategy, invest in leadership, and develop talent.

Pipeline Development

Maesa's portfolio includes several high-growth global brands:

Kristin Ess: A haircare line combining mass-market pricing with professional salon performance and a prestige aesthetic.

Hairitage by Mindy McKnight: A brand offering haircare solutions catering to diverse hair types and textures.

Fine'ry: A fragrance brand delivering luxury-inspired scents at accessible price points.

Being Frenshe: A wellness-focused brand emphasizing holistic beauty and self-care.

Technological Platform and Innovation

Maesa differentiates itself through:

Proprietary Technologies: Developing unique formulations and packaging solutions tailored to each brand's identity.

Sustainable Practices: Launching brands like Hey Humans, which feature plant-based, vegan products with 99% plastic-free, recyclable packaging.

AI Integration: Implementing in-house AI training to enhance content creation and operational efficiency.

Leadership Team

Maesa's leadership comprises experienced professionals driving the company's strategic initiatives:

Piyush Jain: Chief Executive Officer. With over 20 years at Unilever, Jain has extensive experience in beauty and personal care, including founding and incubating brands like Love Beauty & Planet.

Oshiya Savur: Chief Brand Officer. Savur brings experience from Unilever, Revlon, Elizabeth Arden, and Charlotte Tilbury, focusing on brand management and growth.

Erin Keating: Chief Customer Officer. Keating previously led the Target team for Unilever across multiple categories.

Carlos Lagravere: Chief Operating Officer. With 25 years in supply chain management at companies like P&G and Ecolab, Lagravere oversees operational excellence.

Zaheer Ferguson: Chief Financial Officer.

Scott Kestenbaum: Chief Growth Officer.

Patricia Huet: Chief Human Resources Officer.

Sean Brosmith: Chief Creative Officer.

Dana Steinfeld: SVP Brand Incubation & Product Innovation.

Dawn Smith: SVP Private Label.

Krista Lausman: Strategy & Transformation.

Yara Martinez: General Counsel.

Leadership Changes

Recent appointments include:

Piyush Jain as CEO in September 2022, bringing extensive experience from Unilever and Hand in Hand.

Oshiya Savur as Chief Brand Officer in March 2023, with a background in brand management at Unilever, Revlon, and Charlotte Tilbury.

Erin Keating as Chief Customer Officer in May 2023, previously leading the Target team for Unilever.

Carlos Lagravere as Chief Operating Officer in February 2023, with 25 years of supply chain experience at P&G and Ecolab.

Competitor Profile

Market Insights and Dynamics

The beauty and personal care industry is highly competitive, with a market size projected to reach $716.6 billion by 2025, driven by increasing consumer demand for innovative and sustainable products.

Competitor Analysis

Key competitors include:

Bamko: A marketing services company specializing in branded merchandise and promotional products.

Nadel: A promotional products company offering custom branding solutions.

PromoShop: A marketing services firm providing promotional products and branding services.

Coty: A global beauty company with a portfolio of brands across fragrance, color cosmetics, hair color and styling, skin, and body care.

Avon Worldwide: A manufacturer and marketer of beauty products with a direct-selling model.

Mary Kay: A cosmetics retailer known for its direct-selling approach.

Strategic Collaborations and Partnerships

Maesa has engaged in significant collaborations to enhance its market position:

Bain Capital Private Equity: Acquired a majority stake in 2019, providing resources for growth and talent development.

Arbor Day Foundation: Partnered to promote sustainability within the beauty industry.

Knowlton Development Corporation (kdc/one): Sold its European and Middle Eastern operations to kdc/one in February 2025, allowing Maesa to focus on its core business and accelerate global growth.