How Maesa Fills the Gap Between Masstige and High-end Luxury (Brand-building Secrets)

Feb 5th, 2025
In January 2025, when Target announced the introduction of more than 2,000 accessibly priced wellness products at its stores, the retailer highlighted the addition of Being Frenshe, an approachable wellness line by Ashley Tisdale.
In January 2025, when Target announced the introduction of more than 2,000 accessibly priced wellness products at its stores, the retailer highlighted the addition of Being Frenshe, an approachable wellness line by Ashley Tisdale.
Being Frenshe/Maesa

💡Discover how to stay ahead in the ever-evolving beauty industry at Beauty Accelerate 2025! Join Nadia Khan of Maesa, for The Future of Beauty Innovation, where they’ll share insider tips on building strong consumer connections, adapting to 2025 trends, and crafting winning retail and marketing strategies.👉🏽Don’t miss this interactive session—register now to secure your spot! 

Fine'ry, a brand deeply rooted in the art of fine perfumery, has introduced a bold new lineup of masculine scents.Fine'ry, a brand deeply rooted in the art of fine perfumery, has introduced a bold new lineup of masculine scents.Fine'ry/MaesaIn January 2025, when Target announced the introduction of more than 2,000 accessibly priced wellness products at its stores, the retailer highlighted the addition of Being Frenshe, an approachable wellness line by Ashley Tisdale.

Maesa's Q1 2025 launches, including Being Frenshe, Fine'ry, and Kristin Ess+, showcase the beauty incubator's expertise in delivering premium-quality products at affordable prices, perfectly aligning with consumer demand.

By strategically addressing the gap between masstige and high-end luxury, Maesa continues to democratize beauty, offering consumers access to luxury-quality experiences without the premium price tag. Here are just a few recent examples:

  • Recently, Being Frenshe launched a Hair Wellness collection focused on hair and scalp health, featuring gentle, effective formulas and Mood-Boosting Scent Technology. Founder Ashley Tisdale aims to simplify haircare routines while turning them into uplifting rituals, helping users care for their hair and feel good in the process.
  • Fine'ry, a brand deeply rooted in the art of fine perfumery, has introduced a bold new lineup of masculine scents. The collection features nine striking eau de parfums, now available in the men’s grooming aisle at Target. Additionally, the brand is expanding its offerings with three new fragrances, available in both eau de parfum and body mist formats.
  • Kristin Ess Hair (a 2024 NIQ Breakthrough Innovation Award winner) has taken hair care to the next level with advanced bond repair and color protection. Kristin Ess+ is a groundbreaking hair care range comprising Peptide Restore and Peptide Protect. These cutting-edge peptide-powered formulations work on multiple levels to repair damage and shield hair from future harm with continued use. 
Kristin Ess Hair (a 2024 NIQ Breakthrough Innovation Award winner) has taken hair care to the next level with advanced bond repair and color protection.Kristin Ess Hair (a 2024 NIQ Breakthrough Innovation Award winner) has taken hair care to the next level with advanced bond repair and color protection.Kristin Ess Hair/MaesaThe agility of an incubator model has allowed Maesa to build a strong portfolio of high-growth brands, allowing it to deliver new, better and different products through its deep trend scouting and consumer understanding, best-in-class design, formulation, and marketing capabilities.

The company calls this "Maesa Magic," which is "about redefining what’s possible in beauty—it lies in creativity and innovation, and our ability to identify consumer needs and meet them through creativity in new and unique ways. We have a strong tradition of creating and cultivating brands that are loved by consumers.​"

Want to Learn Maesa's Brand-building Secrets? 

Navigating beauty in 2025 can be overwhelming—with fragmented sales channels, relentless trends, and an uncertain market. Join Nadia Khan, SVP of brand marketing at Maesa at Beauty Accelerate 2025, as she reveals the secrets to building meaningful consumer connections, share effective retail and marketing strategies for 2025, and answer your pressing questions in an interactive discussion.

  • Maesa is renowned for creating iconic brands in partnership with influential personalities like Drew Barrymore (FLOWER Beauty), Ashley Tisdale (Being Frenshe), and Mindy McKnight (Hairitage). The company has expanded into wellness, mood-boosting care, and mass fragrance with groundbreaking launches like Fine’ry.
Don’t miss this opportunity to learn from industry leaders and gain actionable strategies to stay ahead in the ever-evolving beauty landscape. 

About Beauty Accelerate 2025

In an environment of consumer uncertainty, market saturation and rapid technological shifts in R&D and marketing, beauty is at an inflection point.

That’s why Beauty Accelerate 2025: Future-proofing Beauty will deliver insights from industry- and category-leading experts and brands, offering practical strategies for product and brand development, marketing and consumer engagement to deliver growth that lasts.

  • Dates: March 12-13, 2025
  • Location: Ocean Place Resort & Spa in Long Branch, New Jersey

By uniting the best minds in marketing, R&D and data, this year's event will deliver actionable insights and strategies for brand success in 2025 and beyond.

From expanding the beautyspan with regenerative and longevity-focused innovation, to engaging Gen Alpha and Gen Z consumers, this year’s event will provide a 360-degree view of what it takes to succeed in beauty in 2025 and beyond.

Key themes will include:

  • Engaging Gen Alpha & Gen Z
  • Longevity & (p)rejuvenation: maximizing the beautyspan
  • The efficacy imperative: proof is not optional
  • Delivering value: insights for demanding consumers across categories
  • Obsession-worthy cosmetic packaging: design x function x sustainability
  • What the latest data tells us about what’s next in beauty
  • Beauty innovations to capture white space

👉🏽 Registration is now open.

3 Reasons to Attend Beauty Accelerate 2025

🤯This year’s event is tapping newsmaker brands, R&D technical experts and beauty leaders to present actionable takeaways for brands of every scale and across every beauty category. 

🧪 In addition, Beauty Accelerate’s Innovator Talks and boutique exhibition will highlight the latest concept products, ingredients, packaging, technologies and services to drive future product development, R&D, marketing and retail success.

🍸 To bring it all together, Beauty Accelerate 2025 will provide ample networking opportunities, from lunches to a closing cocktail reception to the C&T Allē Awards, an evening honoring the best in R&D and brand innovation.

👀More details, including featured speakers, program details and tickets, are continually updated. So be sure to check back!

👉🏽 Registration is now open.

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