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In this episode of the Brave Commerce podcast,hosts Sarah Hofstetter and Rachel Tipograph are joined by Oshiya Savur, chief brand and marketing officer at beauty brand developer Maesa, for a deep dive into the evolving beauty industry.
Savur 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.
Maesa maintains a dual focus on brand incubation and scaling, with a 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, Savur discusses her professional journey from global corporations including Unilever. She emphasizes the importance of hands-on leadership, innovation, and embracing a nimble mindset in a fast-paced industry.
Tune in to hear Savur’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.
