The incoming cohort features BEAME, a sun care brand founded by Eniye Okah; gemi, a hand care company launched by Hau Yeung and Erin Choi; and Sugar Standard, a press-on nail brand for tweens created by Monique Claiborne Cardwell. Over the coming months, these founders will bypass traditional coursework, instead selecting specific business hurdles—ranging from supply chain logistics to retail strategy—to address through tailored mentorship with Maesa executives and industry advisors.

Maesa CEO Piyush Jain emphasized that the selection criteria prioritized both the strength of the founders' concepts and their ability to solve unmet consumer needs. Beyond the $105,000 total funding injection, the program provides participants with an executive education experience at the Harvard Faculty Club and networking access at Cosmoprof North America Miami. Since the incubator’s inception, Maesa has funneled $420,000 into emerging brands, aiming to provide a bridge for founders transitioning from initial product ideation to sustainable, long-term operations.