Denise Vasi has carved a distinctive space for herself, both in the beauty industry and in popular culture, with her signature red lip. This bold color has become the hallmark of her identity and plays a pivotal role in the launch of her new venture—Maed, a ritual-driven lip care brand that debuted in September 2024 in Los Angeles. The brand is set to make waves in the retail world with its upcoming launch at Sephora, scheduled to begin online on August 18 and expanding to 80 physical stores shortly thereafter. This strategic placement underlines Maed’s positioning as a significant player in the beauty sector, particularly as part of Sephora’s “Next Big Thing” display.
Vasi’s journey into the realm of beauty began as a model, where she represented renowned brands like Bobbi Brown and L’Oréal, eventually transitioning into acting. Her prominent role in VH1’s “Single Ladies,” which aired from 2011 to 2015, further solidified her place in the entertainment industry. Throughout her career, the bold red lip emerged as an integral aspect of her persona, embodying confidence and charisma. Vasi recalls her experience on set, where maintaining the perfect red lip for long hours proved challenging. This struggle to keep lipstick intact inspired her to create a solution that could stand the test of time and performance, particularly in demanding environments.
Recognizing the gaps in existing red lip formulas, Vasi was motivated to develop a product that would not only last but also nourish the lips. Her love for beauty and wellness led her to establish Maed in 2017 as a digital platform focused on “clean” beauty. With a dedicated following of around 150,000 Instagram users at the time, she cultivated a community that has grown alongside her brand journey. By its official launch, Maed has amassed 261,000 followers, demonstrating the support and anticipation for her new line of products.
At the core of Maed’s beauty philosophy is a commitment to clean, vegan, and cruelty-free ingredients. Vasi has combined her insights into skincare and makeup, creating a performance-driven brand that emphasizes care and ritual. “Our serum is the secret sauce,” she explains, referring to her three-step system designed for optimal lip care. This system highlights the importance of hydration and exfoliation, foundational aspects of her personal beauty routine that she hopes will resonate with her customers. The serum is specifically formulated to treat the lip barrier, offering a transformative approach to lip care that protects and enhances.
In partnership with Sephora, Vasi is launching four key products in her new line: the Reveal Lip Polish, Reset Lip Serum, Revive Day + Night Lip Balm, and Signature Lip Pigment. The formulations utilize innovative ingredients like cherry coffee seed oil, bio-identical collagen peptides, and plant stem cells, staying true to European clean beauty standards. The Reveal Lip Polish, priced at $26, is a unique scrub that transforms into a balm, while the Signature Lip Pigment, at $36, is a creamy matte liquid that adapts to various skin tones, filled with nourishing components like maca root and jojoba esters.
Alongside her flagship products, Maed will also introduce tinted balms like “Vow,” a nude shade, and “Reckon,” a plum with brown undertones. These additions mark a significant expansion for her brand and address the growing demand for versatile lip products. Sephora’s support is expected to generate approximately 65% of Maed’s sales in its inaugural year, which points to the anticipated impact of this partnership. Looking ahead, Vasi has ambitious plans for her brand, aiming to broaden her offerings into the wider realm of color cosmetics, transforming Maed into a comprehensive beauty authority. “We have a few core products that we need to hit before we can technically claim to be the authority in the lip category,” she emphasizes, outlining her vision for future growth and expansion.