Maed is a new venture from Denise Vasi and it is set to introduce itself to the world with four products: Reveal Lip Polish; Reset Lip Serum; Revive Day + Night Lip Balm; and Signature Lip Pigment in Ritual Red in the founder's trademark shade.
The brand specializing in "decadent lip care for daily wear" and start-to-finish lip care routines was inspired by Vasi's experience on the VH1 TV show Single Ladies. In an interview with Glossy, Vasi said, "I wore a red lip, and every time [I made out in a scene], I’d have to take it off and put it back on in between the scenes. I was stripping my lips."
Although Vasi received support and mentorship through Sephora’s Accelerate program, the brand plans to initially sell direct-to-consumer for its first year to address customer feedback.
Complete Lip Care Collections
Maed Shares Start-to-Finish Lip Products from Scrubs to Bold Color
Trend Themes
1. Holistic Lip Care Routines - Maed's start-to-finish lip care collections offer comprehensive products that seamlessly transition from care to color, catering to consumers' demand for all-in-one beauty solutions.
2. Celebrity-inspired Beauty Brands - Denise Vasi's new venture capitalizes on her visibility and personal brand, mirroring a growing trend where celebrities leverage their fame to establish beauty lines with unique backstories.
3. Direct-to-consumer Beauty - By choosing a direct-to-consumer model initially, Maed focuses on building a close relationship with customers and leveraging feedback for product refinements, representing a shift from traditional retail channels.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry is seeing a rise in niche brands like Maed that provide specialized products tailored to specific beauty routines.
2. Celebrity-endorsed Products - Industries focusing on celebrity-endorsed products are experiencing growth as personalities like Denise Vasi introduce relatable yet aspirational brand narratives.
3. E-commerce and Direct Sales - The e-commerce and direct sales industry benefits from brands like Maed that initially sell direct-to-consumer, utilizing data-driven strategies to meet consumer preferences and enhance product offerings.