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Maesa backs K-beauty hand care, tween manicures and SPF patches as the future of beauty

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Maesa backs K-beauty hand care, tween manicures and SPF patches as the future of beauty

The K-beauty craze and tween beauty market aren’t going away anytime soon — if you go by a new crop of beauty founders, that is. On Monday, beauty incubator Maesa announced the 2027 class for its Maesa Magic Incubator program, which provides grants and mentorship to three early-stage beauty entrepreneurs. 

The class of 2027 includes Eniye Okah, whose brand Beame makes UV-detection face patches to let users know when to reapply their SPF; Monique Claiborne Cardwell, founder of the kid- and tween-targeted press-on nail brand Sugar Standard; and Hau Yeung and Erin Choi, founders of K-beauty hand-care brand Gemi. Those participants will each receive a $35,000 grant and mentorship from industry leaders, with the program concluding in January. 

“Identifying an opportunity and building a scalable beauty company are very different things,” said Gemi founder Erin Choi. “Programs like Maesa Magic bridge that gap by pairing the ideas and agility of emerging founders with deep industry expertise, helping them make smarter decisions when they matter most.” 

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