Empowering Beauty and Art: A Journey with Maria Coello, CEO of For Arts Sake Cosmetics

Hello, I’m Maria Coello, Owner & CEO of For Arts Sake Cosmetics—an e-commerce makeup brand that bridges art and beauty while supporting art foundations in the U.S. My entrepreneurial journey began in Mexico, where I launched a multi-channel platform that connected over 90 female founders. When the pandemic disrupted our physical location, I pivoted online and discovered my passion for blending commerce with community-focused initiatives. After completing my MBA at Babson College—where I learned about Entrepreneurship Through Acquisition (ETA)—I decided to acquire For Arts Sake Cosmetics as a way to buy a brand already positioned with dedicated clients and reliable cash flow. Now based in New York City, I’m leveraging my global perspective and business expertise to grow the brand and inspire confidence through creative self-expression. Check us out at forartssakecosmetics.com.

What initially sparked your passion for starting your own business?

I’ve always been drawn to the power of storytelling through products and experiences. My first venture in Mexico was all about giving female founders a platform to shine and collaborate. Over time, I realized that by integrating philanthropy and networking into business models, we can do more than just sell items; we can build movements. That passion carried me through my MBA and into my current role at For Arts Sake Cosmetics, where creativity and social impact continue to guide me.

Have you faced any gender-specific challenges in the startup world, and how did you navigate them?

Absolutely—in my early career in Mexico, I discovered that while external skepticism can be tough, sometimes the harshest critics can be other women. It’s a paradox because we share a collective goal of elevating each other, yet unspoken biases or insecurities can create friction. Collaborating with multiple women taught me the value of defining roles and boundaries early on—perspective is a funny thing, and clarity keeps everyone aligned. Rather than letting these dynamics discourage me, I used them as catalysts for growth, honing my leadership style to foster transparency, mutual respect, and synergy. Combining that approach with an MBA from Babson College helped me build the confidence and credibility needed to thrive in my next venture.

Why did you choose Entrepreneurship Through Acquisition (ETA) to start For Arts Sake Cosmetics?

After my MBA, I realized ETA is an incredible pathway for someone who wants to lead an established business rather than build from scratch. By acquiring For Arts Sake Cosmetics, I stepped into a brand that already had strong positioning, loyal customers, and consistent cash flow. Essentially, ETA lets you hit the ground running—you’re not tied up in the earliest phases of product-market fit. For me, it was an ideal match because it balanced my love for building communities with the security of an existing company.

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