New MAE Owners Sticking with Newberg

NEWBERG, Ore. — Two months after Newberg-based beauty brand MAE was listed for sale, it had two new owners: Jennifer Engelman of Portland and Josh Tuski of Tigard.

Engelman said she had been following MAE on Instagram for quite some time. She discovered the Newberg-based soap company at Prince Coffee in Portland—an early and consistent retail supporter of the brand.

Then, one day, she saw the post announcing the business was for sale.

“Right when [former owner Anna Woodman] posted it, I messaged her,” Engelman said. “I came down the next day and knew right away this was something I wanted to do, but I knew I couldn’t do it alone.”

Engelman, an executive recruiter by day, shared the opportunity with her older brother. She recognized her strengths and, potentially more importantly, her weaknesses. She knew Tuski’s career experience in startups and sales could cover some of the gaps she felt existed.

“I’m a big partnership person,” Engelman said. “I’ve always worked with people. That’s important to me. So I thought, why not pick someone who can’t get rid of you?”

Tuski said he has been working in the startup space since graduating college in the early 2000s. Most recently, he helped launch a liquor brand called Stillweather Spirits before the COVID-19 pandemic slowed the industry down.

“With startups, you’re scrapping, and everyone is in on this one goal,” Tuski said. “Nobody knows what it’s going to look like yet, which I think is always an exciting thing. You’ve got to build it up.”

That said, Engelman and Tuski are not starting completely from scratch. The two said they worked with Woodman for nearly a month and a half to understand the business, learn how to make the products, and get up to speed on operations. They even launched a new formula for the soap, which resulted in a smoother texture.

“Anna [Woodman] was so incredibly helpful,” Engelman said. “We really worked well with her. I’m not sure we could have done this without her help at the start.”

They said they needed as much help as they could get, as they were taking over the business right as the holiday season ramped up.

“It felt like we took the brakes off the car and went on a road trip,” Tuski said. “It was just wild. We’re just finally catching our breath.”

With the holiday rush in the rearview mirror, Engelman said they are focused on developing the brand locally and nationally. She and Tuski are already expanding their retail footprint, with a specific focus on the Willamette Valley.

“It’s a product that draws people nationally, but this is home,” Tuski said. “The community here—there’s so much opportunity and potential in wine country, in the Northwest, and even in Portland. We want to be sure we’re part of the fabric, getting out there, and building our community and relationships.”

Despite living out of town, Engelman and Tuski said they have no intention of moving the company away from Newberg. While there is no longer a retail element, they are retaining the lease for the workshop on Sherman Avenue. They are considering popping up at events in town or opening their doors during First Friday.

They see the Willamette Valley as a cradle for the company they purchased and want to carve their path among the locals.

“We want to be a part of Newberg,” Engelman said. “We want to be a part of what’s happening here.”

For now, Engelman and Tuski are focused on growing the business, which will enable them to explore a more diverse set of product offerings. They are working on a new website and strategy to expand their retail reach, targeting retailers that align with their brand.

All while keeping the core of the business about family.

“It’s a brother-sister company,” Tuski said. “We’re Northwest kids; we’re really just trying to enjoy this and bring our families into it. We’re not trying to go on Amazon or anything. We just want to do this the right way while keeping the core values of the brand intact.”

Learn more about MAE on its website and Instagram page.