The beauty industry is buzzing once again with the launch of Goddess Maintenance Co, a new venture from sisters Lauren Vesler and Manda Mason, the co-founders of Ohio-based nail salon The W Nail Bar. The brand officially makes its debut with the BioTech Blowout Leave-in Restorative Mask, priced at $40 for a 50-ml tube. This innovative product features two biotech-derived peptides designed to repair and restore hair health. In a strategic move, The W Nail Bar has rebranded itself as Goddess Maintenance Co and is set to expand its service offerings beyond nail care and hair removal, aspiring to build a comprehensive beauty empire.
The journey to launching this exciting new brand reflects the sisters’ long-held dream of branching into the product business. Since establishing their nail salon in 2015, Vesler and Mason have envisioned creating a line that addresses broader beauty needs. Their ambition gained traction through connections with Edward Connaghan and Denise Russell, the co-founders of Eightfold Inc. and the beauty incubator Next8 Investments. These seasoned investors have a history of backing successful beauty brands like Olaplex and K18, further solidifying their entry into the hair care market.
A key differentiator for Goddess Maintenance Co lies in its innovative approach. The brand positioned itself as a disruptor by collaborating with Bolt, a biomaterials innovation firm. This partnership led to the development of a unique ingredient, referred to as the “goddess molecule.” This vegan silk technology mimics the inherent strength and flexibility of spider silk, allowing it to create a protective scaffold around hair strands. This groundbreaking formula not only penetrates the hair’s cuticle but also works to repair the inner cortex, offering a protective barrier against damage and breakage.
The initial launch focuses on the leave-in mask, representing a strategic entry point for the brand into the market. However, the founders have ambitions to expand the product line, exploring potential applications of the goddess molecule in various beauty categories, including fragrances and skincare. Connaghan noted that previous ventures prioritized either chemical repair or efficacy but often left gaps in product offerings. With Goddess Maintenance Co, the market-friendly pricing strategy, aided by the efficiencies gained through vegan silk technology, allows the brand to keep costs lower without compromising quality.
While the debut product is aimed at both consumers and professionals, the brand is making a concerted effort to penetrate the salon industry, establishing distribution channels across 1,300 outlets through BSG and Paramount Beauty. By the end of 2025, they project availability in over 100 countries, including a direct-to-consumer website. Vesler emphasized the focus on simplifying beauty routines through their product, which aims to replace multiple hair care items while enhancing overall hair health. Alongside this, influencer marketing plays a central role in their launch strategy, with 500 influencers sharing their experiences and results to generate buzz and drive awareness.
Finally, though sales expectations have not been formally announced, industry experts speculate that Goddess Maintenance Co could generate around $20 million in wholesale revenue in its first year. The founders are undeniably excited and are keen to ensure that their launch focuses on making a significant impact in the hair care market. As they work towards this goal, their vision of a commanding head-to-toe beauty empire seems brighter than ever, as they rally support from their extensive network and passionate beauty community.