MAED
Premium“Ritual-driven lip care for the modern routine.”
MAED is a US-based lip-care brand founded by model and creator Denise Vasi, officially launched as a beauty line in September 2024 after operating since 2017 as Vasi's digital platform for clean beauty and wellness. The brand debuted with a four-product 'lip moisture barrier' system: the Reveal Lip Polish ($26), the Reset Lip Serum ($36), the Revive Day + Night Lip Balm ($32), and the Signature Lip Pigment ($36), positioned as a routine-driven approach to lip care rather than a one-off balm.
MAED was a Sephora Accelerate participant and was named the 2026 Sephora Beauty Grant winner, receiving a $100,000 grant from Sephora in partnership with the 15 Percent Pledge to support underrepresented beauty founders. The brand's positioning sits at the intersection of clean beauty, lipcare-as-skincare, and ritual-driven product design — and it's sold direct-to-consumer alongside its Sephora rollout.
Known For
Flagship Products
- Reveal Lip Polish
- Reset Lip Serum
- Revive Day + Night Lip Balm
- Signature Lip Pigment
Brand Philosophy
Lip care reframed as ritual — clean, multi-step formulas designed to protect and reveal the lip moisture barrier, the way skincare treats the face.