Mad Gab's, a woman-owned lip and body care company headquartered in Yarmouth, Maine, has expanded into 56 Shaw's supermarket locations across New England. The September 2026 rollout brings six varieties of the company's popular lip balms to shoppers in Massachusetts, Maine, New Hampshire, Vermont and Rhode Island as Mad Gab's celebrates its 35th anniversary.
The expansion marks another milestone for Mad Gab's, which began in Massachusetts in 1991 when founder Gabrielle Melchionda made her first batch of lip balm in her mother's kitchen using beeswax from a neighbor. She began selling her products to natural food stores from the trunk of her car, eventually growing the business into a nationally distributed brand headquartered in Maine.
"Being on the shelves at Shaw's is an incredible milestone as we celebrate our 35th anniversary," said Melchionda. "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 Shaw's assortment includes six lip balm varieties across two product lines: USDA Certified Organic Moose Smooch Lip Balms in Blueberry, Vanilla and Watermelon Ice, and SPF 15 Lip Balms in Minty Mint, Strawberry and Lemonade.
Mad Gab's Organic Moose Smooch Lip Balms are made with organic olive oil and beeswax to help moisturize dry lips without leaving a greasy or waxy feeling. The company's 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 its products, 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.
The move into Shaw's not only broadens Mad Gab's retail footprint but also reinforces the brand's New England roots. For a company that started with a single batch of lip balm sold from a car trunk, securing shelf space in a major regional grocery chain underscores how a small, mission-driven business can scale while staying connected to its community. It also gives shoppers in five states easier access to a locally made, women-owned brand, and it highlights the role that regional grocery partnerships can play in helping independent consumer product companies grow.
