How Maesa Creates and Scales Beauty Brands in a Saturated Market

In 2025, price-sensitive consumers are trying to stretch their money further. Over 60 percent of consumers in the US and UK say they are attempting to save money on discretionary goods “often” or “as much as possible,” according to The Business of Fashion (BoF) and McKinsey & Co.’s The State of Fashion 2025 report.

However, the notion of “value” can vary for different consumers. For some, it means buying at off-price retailers. For others, it can be connected to product…