Former TV presenter Maya Asatiani has embarked on a bold new journey—founding her own cosmetics brand, M110, after stepping away from a long media career. Sparked by childhood passions and a drive to reinvent herself, Asatiani turned a modest 3,600 GEL investment into a fast-growing beauty business.
“I asked myself—what do I love? I wanted to create something that looked like Dior, but cost 79 GEL,” says Asatiani, who introduced her first 100 units in December, selling out within a single evening. Within six months, M110 became profitable and officially registered as a VAT-paying business—a significant milestone for any startup.
Initially available only online, M110 products are now sold in beauty salons across Kutaisi, Zugdidi, Batumi, and Tbilisi, with distribution continuing to grow.
M110 currently offers three product lines, including the best-selling Pearl Line, which has faced constant sellouts due to overwhelming demand. A 24-carat gold line is in the works, which is designed to complement sun-kissed skin
All products are proudly developed and produced in Georgia, with formulations created at the ISO-certified Comfort Academy laboratory.
Looking ahead, Asatiani aims to take M110 to the global stage, participating in international beauty exhibitions and capturing the attention of industry professionals:
“I want international experts to try my products. It will be interesting to see how they evaluate M110.”
