Therese De Vos

A woman with long, wavy blonde hair wearing a black top, looking directly at the camera with a neutral expression, in front of a plain white background.

Founder

Born in Stockholm, Sweden, and now a long-time resident of Los Angeles, Therese De Vos has built her career around a passion for beauty, self-care, and helping women feel confident in their own skin. She began her journey working at a modeling agency in Stockholm, then spent several years in London before moving to LA 17 years ago, where she established herself as a sought-after hairstylist, salon owner, and beauty expert.

What’s in a Name? The Story Behind Maie

What’s in a Name? The Story Behind Maie

When I created Maie Cosmetics, I wanted more than just a name for a beauty brand. I wanted a word that carried meaning, one that reflected the heart of what I believe beauty should be: simple, authentic, and rooted in self-love.

The name Maie is a play on the Swedish word “mej” (pronounced me or I)  . As someone born in Stockholm and now living in California, it felt natural to connect my roots to the vision I had for this brand.

By choosing Maie, I wanted to emphasize a message that often gets lost in the beauty industry: it’s not about covering up who you are, it’s about celebrating it. Beauty begins with me—with you. It’s about self-acceptance, self-expression, and confidence in your natural glow.

Every Maie product is designed with this in mind. From our Ultra Hydrating Face Mist to our More Amore Lip Balm, each formula is created to enhance—not mask—your authentic self. We believe that beauty is effortless when it comes from a place of care and love for yourself.

So when you reach for Maie, remember that the name is more than a label—it’s an invitation. An invitation to honor yourself, to embrace your individuality, and to say proudly: this is me.

Because at Maie, beauty begins within.

A woman and two girls sitting on a pink blanket outdoors in a field of yellow flowers, with another girl standing behind them. All are smiling and dressed casually.

ENTREPRENEUR

In late 2023, Therese expanded her vision with the launch of Maie Cosmetics, created alongside her teen daughter. Inspired by her own travel experiences and the challenge of dehydrated skin during long-haul flights, Therese developed the Ultra Hydrating Face Mist, now the brand’s flagship hero product. Today, Maie offers a curated line of performance-driven essentials—including lip balm, blush, bronzer, and beauty accessories—that reflect Therese’s philosophy of minimalist, everyday beauty.

Woman with long blonde hair smiling outdoors in a yellow dress, sitting in a vintage car with a backdrop of blue sky and yellow flowering plants.

THOUGHTLEADER

For Therese, beauty is about more than products and services—it’s about empowerment. Her guiding motto is simple yet powerful: empower women feel beautiful in their own skin. Whether behind the chair at 505 Salon or innovating with Maie Cosmetics, she continues to inspire confidence, self-love, and a celebration of authentic beauty.