How Maesa Beauty builds beauty and wellness brands

In this episode of the Marketer's Brief podcast, host Adrienne Pasquarelli interviews Oshia Sevor, the Chief Brand Officer of Maesa, a company specializing in incubating and scaling beauty and wellness brands. Oshia discusses Maesa's unique approach to brand creation, highlighting their focus on identifying unmet consumer needs and leveraging cultural trends, as exemplified by the launch of their intimate care brand, Niche and Nooks, and their fragrance brand, Finery. She emphasizes the importance of earned media and influencer partnerships over traditional paid advertising, and touches on current trends in the beauty and wellness industries, including the resilience of the beauty category during economic downturns, the increasing intergenerational interest in beauty, and the growing importance of wellness. Oshia also hints at upcoming category expansions for Maesa's brands.