Mad Gab's, a woman-owned lip and body care company headquartered in Yarmouth, Maine, has expanded its retail presence to 56 Shaw's supermarket locations across New England. The September 2026 rollout places six varieties of the company's lip balms on shelves in Massachusetts, Maine, New Hampshire, Vermont and Rhode Island, coinciding with the brand's 35th anniversary.
The expansion represents a notable step for a company that began in 1991 when founder Gabrielle Melchionda made her first batch of lip balm in her mother's kitchen in Massachusetts, using beeswax sourced from a neighbor. Melchionda initially sold products to natural food stores from the trunk of her car, gradually growing the business into a nationally distributed brand now based in Maine. The move into Shaw's, a major New England grocery chain, gives Mad Gab's increased visibility and access to a broader customer base in its home region.
"Being on the shelves at Shaw's is an incredible milestone as we celebrate our 35th anniversary," Melchionda said. "New England is where this whole adventure started, so having our products available to more families here feels pretty special. I never imagined when I started Mad Gab's that we'd come this far." The placement is particularly significant because it allows the brand to reconnect with consumers in the region where it was founded, reinforcing its local roots while expanding its footprint.
The Shaw's assortment includes six lip balm varieties across two product lines. The USDA Certified Organic Moose Smooch Lip Balms come in Blueberry, Vanilla and Watermelon Ice, while the SPF 15 Lip Balms are offered in Minty Mint, Strawberry and Lemonade. The organic line is made with organic olive oil and beeswax to moisturize dry lips without a greasy or waxy feeling, according to the company. The SPF 15 line combines moisturizing ingredients with sun protection. Both lines feature colorful packaging and playful flavors that have become part of the brand's identity. The six varieties are available on Lip Care Power Panels at participating Shaw's locations, with placement varying by store.
Beyond product expansion, Mad Gab's supports the next generation of entrepreneurs through its Incubating Innovators program. Working with local schools and a farmers market, Melchionda helps teens develop business ideas, create products, learn marketing and experience selling to customers. The program reflects her own hands-on introduction to entrepreneurship and her commitment to helping young people explore business ownership. This initiative adds a community-focused dimension to the company's growth, showing that Mad Gab's is investing in future entrepreneurs even as it scales its retail presence.
The Shaw's rollout is more than a distribution win; it signals the durability of a small, woman-owned brand in a competitive consumer goods market. By securing shelf space in a major supermarket chain, Mad Gab's can increase brand awareness, drive trial among new customers and potentially pave the way for further retail partnerships. For Shaw's shoppers, the expansion offers access to locally made, specialty lip care products with distinctive flavors and formulations. As Mad Gab's celebrates 35 years, the move into Shaw's underscores how a kitchen-table startup can evolve into a recognized regional brand while staying true to its New England heritage.
