Why Denise loves itCBD calms the redness I get post flight. I cannot travel without it.
Saint Jane Beauty
Luxury Beauty Serum
$125"My daily glow essential."
Founder · Curator · MotherThe Art of
The Art of
Living Well
A space for clean beauty, conscious motherhood, and the small, deliberate rituals that quietly define a modern life.
Now Building
MAED at Sephora
Now Reading
The Creative Act
Now Wearing
Linen everything
Based In
Los Angeles, CA
Who is Denise
A model, an actress, a mother, a founder.
Denise Vasi grew up in New York City, signed with Ford Models as a pre teen, and spent her twenties acting on screen, most notably as a series regular on All My Children and Single Ladies. Beauty was the through line of every chapter, on set, in front of cameras, and quietly off duty.
In 2018 she started writing to women who, like her, were trying to balance career, motherhood, and a sense of self. That voice became a trusted point of view on clean beauty, slow living, and the rituals that hold a real life together.
In 2024 she founded MAED, a clean lip care brand rooted in red and ritual. Within a year, MAED was named one of Sephora's Next Big Things and rolled into stores nationwide.
Why people love her
Denise is candid where most are curated. She talks openly about home birth, identity, motherhood, and the messy middle of building a business. Her readers stay for the honesty and the taste.
What she stands for
Clean beauty without the puritanism. Slow living without the performance. Products and rituals that actually fit a real woman's morning.
The Ecosystem
Three doors into the same world.
Clean Beauty
MAED
The Beauty Standard
The clean lip care house I founded. Decadent, ritual-driven formulas built for daily wear and powered by a signature red.
Enter MAED →The CommunityThe Ritual Circle
An Intimate Space
A free, women-first space for slow living, honest conversation, and the rituals we keep. Open to anyone on the letter.
Join the Circle →CurationsDenise's Picks
A Living Archive
A continuously updated library of clean beauty staples, home objects, and conscious fashion finds I genuinely live with.
Shop the Edit →
The Flagship, Est. 2024
MAED is the brand I needed for my own ritual.
Decadent lip care for daily wear. Clean, high performing formulas that care for the lips first and let color follow. Built in small batches, formulated without compromise.
- ·A three step ritual that softens, treats, and colors
- ·Now stocked in Sephora stores across the country
- ·Founder led, every product crosses my desk
The Ritual Circle
A free community for women who want more than another newsletter.
One Sunday letter, a private community space, early notes on MAED, and the kind of honest conversation you can't find on the feed. Always free. Always intentional.
The Sunday Letter
A weekly note from Denise on what she's reading, wearing, and rethinking.
Members Space
A private corner of the internet for conscious women, fully free to join.
Early Access
First word on MAED launches, gatherings, and seasonal guides.
Curated by Denise
View All Recommendations →The Current Edit.
Why Denise loves itI light this at 6pm. It's how I signal to my body the day is done.
Ritual Elements
Palo Santo & Sage
$68"Calms the space instantly."
Why Denise loves itAfter years of testing, this is the only mask that doesn't slip and feels weightless.
Lunya
Mulberry Silk Eye Mask
$45"Non-negotiable for travel."
Why Denise loves itHandblown in Italy. I have three in the house. They make any branch look like art.
Maison Minimal
Cloud Glass Vessel
$210"The perfect table centerpiece."
The Journal
Read the Archive →Notes from the desk.
Ritual·Nov 12, 2024
The 10 minute morning that changed everything
Why I stopped chasing the 'perfect routine' and built one I can actually keep with a child underfoot.
Home·Oct 28, 2024
Designing a non-toxic home, room by room
Five swaps I made over five years. What was worth it, what wasn't, and what I'd do differently.
Founder Notes·Oct 14, 2024
Why MAED launches slowly, on purpose
The case for restraint in a category that worships novelty. Notes from building a beauty brand the long way.
On the Record
Past conversations.
A selection of recent podcast and press appearances. The full archive lives in the journal.
- PodcastThe Dream Bigger PodcastThe Dream Bigger PodcastStanding out in beauty, Sephora Accelerator, and self doubtAug 2025
- PodcastWorld's Your OystaWorld's Your OystaBuilding MAED, balancing motherhood, becoming her true selfMay 2025
- PressWWDWWDSephora's Next Big Thing, a brand rooted in red and ritualAug 2025
- PressGlossyGlossyCreator Denise Vasi introduces lip care brand MAEDSep 2024
- PodcastNaked BeautyNaked BeautyMaking wellness accessible and finding your nicheEp. 165
- PodcastBlack Love, My New BFFBlack Love, My New BFFDenise Vasi is My New BFFSeason 3
The Story
A path, in brief.
- 2024Launched MAED, a clean lip care brand rooted in red and ritual.
- 2025MAED selected for Sephora's Accelerate program and retail debut.
- 2018Built an online community for women balancing career, motherhood, and self care.
- EarlierSigned with Ford Models as a pre-teen, then a decade acting on screen.
As featured in
VOGUEWWDGlossyMarie ClaireByrdieWell + Good
Partnerships
For brands we'd genuinely wear, eat, gift, and recommend.
I take on a small number of editorial partnerships each year, only with brands that meet the standards we apply to MAED. If that sounds like yours, I'd love to hear from you.
Request the Media KitInquiries
- Brand Partnerships
- partnerships@denisevasi.com
- Press & Speaking
- press@denisevasi.com
- General
- hello@denisevasi.com