The world's largest mass-beauty incubator
Maesa is the world's largest mass-beauty incubator — the company behind Kristin Ess, Hairitage, Being Frenshe, Fine'ry, MIX:BAR and a dozen more brands you've walked past on shelves in Target, Walmart, Ulta, CVS, Kroger and Amazon. You've seen their work in every aisle in America. Most people just don't know Maesa made it.
Two internal creative teams carry that entire portfolio — every brand identity, every package, every campaign. And every launch followed the same traditional process: concept, design, revisions, production, asset creation, retail packaging. Nine months from start to finish. $280,000 per launch.
The math was simple. They needed to launch faster, at lower cost, without dropping below the quality bar that Target demands.
Training two teams across a dozen brands
We didn't just train a few designers. We trained both internal creative teams — everyone who touches the creative process. Every designer, every art director, every copywriter.
The key: they worked with their actual brand assets and real campaign briefs from day one. Not hypothetical exercises. Real work.
Before the training was even finished, they were applying the methodology to a live product launch. A new hair care brand destined for Target shelves.
From 9 months and $280K to 3 months and near zero
The results:
- $280,000 saved on a single brand launch — the cost that traditionally went to external production, photography, retouching, and asset creation was replaced by AI-powered workflows
- 3 months instead of 9 — concept to market in a third of the usual time
- 12+ brands now rolling out the same AI-powered creative processes
They got from concept into market and into every Target store with a new brand of hair care — and did it all completely with AI based on the training we ran.
What Maesa said on stage
At Shoptalk 2025, Oshyia Savur, VP Marketing at Maesa, said the results would translate to "tens of millions of dollars" in savings over the coming year as they roll these processes across their full portfolio.
That's not a projection from a consultant deck. That's the VP of Marketing, on stage, in front of the industry.
Why this matters for CPG and beauty brands
Maesa's transformation isn't just a story about AI saving money. It's about what happens when creative teams learn to use AI as a production system — not just a tool for making pretty pictures.
The traditional CPG brand launch timeline exists because of how many handoffs, revisions, and external dependencies are baked into the process. When you train the team to handle that workflow internally with AI, the timeline collapses.
Every brand they launch from here uses the same methodology. The cost savings compound. The speed advantage compounds. And competitors still running the traditional process are watching from nine months behind.
The pattern
This is the pattern we see in every engagement: train the whole team, work on real briefs, and the results start showing up before the training is even done.
For Maesa, it showed up as a new brand on every Target shelf in America.