In this episode of BRAVE COMMERCE, Oshiya Savur, Chief Brand and Marketing Officer at Maesa, joins hosts Sarah Hofstetter and Rachel Tipograph for a deep dive into the evolving beauty industry. Oshiya shares Maesa’s unique approach as a beauty incubator, shedding light on how they disrupt declining categories by identifying unmet consumer needs and revitalizing them with scalable, beautifully designed brands.

Oshiya explains Maesa’s dual focus on brand incubation and scaling, detailing their strategy of forging exclusive retail partnerships to drive growth while maintaining brand authenticity. By balancing organic marketing efforts with influencer-led content, Maesa navigates the fine line between mass distribution and direct-to-consumer models. This dynamic approach helps them consistently deliver innovative products to market while fostering deep relationships with retailers and consumers alike.

In a personal reflection, Oshiya discusses her professional journey from global corporations like Unilever to leading at Maesa. She emphasizes the importance of hands-on leadership, innovation, and embracing a nimble mindset in a fast-paced industry. Tune in to hear Oshiya’s insights on building brand heat, the future of D2C, and her advice for staying brave in a rapidly changing marketplace.

Key Takeaways:

• Disrupting Declining Categories: How Maesa targets overlooked markets to create innovative, scalable brands.
• Retail Partnerships & Exclusivity: The importance of strong retailer relationships in building successful beauty brands.
• The Role of Influencer Marketing: How Maesa leverages authentic influencer content to drive brand growth and visibility.

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