Mad Gab's lip balm is now sold at Shaw's: the Yarmouth, Maine, natural lip care brand says six of its balms went into 56 of the grocer's New England stores in September 2026. It is a 35-year-old indie brand moving from natural food stores into mainstream supermarket aisles in its home region.
Key points
- Mad Gab's says six lip balms are stocked at 56 Shaw's supermarkets in Massachusetts, Maine, New Hampshire, Vermont and Rhode Island.
- Three are from its Moose Smooch line, which the company describes as USDA Certified Organic: Blueberry, Vanilla and Watermelon Ice.
- The other three carry SPF 15: Minty Mint, Strawberry and Lemonade.
- Founder Gabrielle Melchionda started the woman-owned company in Massachusetts in 1991, and it is now based in Yarmouth, Maine.
- Shoppers will find the balms on lip care display panels, and the company says where they sit varies from store to store.
Where can you buy Mad Gab's lip balm at Shaw's?
At 56 participating Shaw's supermarkets across five New England states, according to the company. The release does not list which stores carry the range. Shaw's runs 129 stores under its banner across those same five states, so most Shaw's locations do not yet stock it, and the company's own store locator is the place to check.
What is in the Shaw's range?
Two lines, three flavors each:
| Line | What the company says it is | Flavors at Shaw's |
|---|---|---|
| Moose Smooch | USDA Certified Organic, made with organic olive oil and beeswax | Blueberry, Vanilla, Watermelon Ice |
| SPF 15 | Moisturizing balm with SPF 15 sun protection | Minty Mint, Strawberry, Lemonade |
The company says the Moose Smooch balms are meant to soften dry lips without a waxy or greasy finish. Mad Gab's sells a wider range on its own site, including lip butters and seasonal flavors, but the supermarket set is limited to these six.
Being on the shelves at Shaw's is an incredible milestone as we celebrate our 35th anniversary.
— Gabrielle Melchionda, Founder, Mad Gab's
Do SPF lip balms matter year round?
Yes, lips burn too. The U.S. Food and Drug Administration lists lips among the spots people most often miss with sunscreen and recommends an SPF lip balm for them. That puts half of the Shaw's assortment in the sun care category rather than pure moisture, a distinction worth noticing on the shelf.
What does it mean for indie beauty brands?
Our analysis: the move shows a well-worn route for small natural brands, from farmers markets and natural food stores to a regional supermarket chain in the brand's home market. Mad Gab's frames it as a homecoming, and the founder story of a first batch made in a family kitchen, which its own company story also tells, is part of the appeal. The release leaves out what matters to anyone weighing the same step: the shelf price, how long the placement is guaranteed, whether a distributor is involved, and how the balms have sold since September. Mad Gab's also says it runs Incubating Innovators, a program with local schools and a farmers market that teaches teens to build and sell their own products.
New England is where this whole adventure started, so having our products available to more families here feels pretty special.
— Gabrielle Melchionda, Founder, Mad Gab's
Frequently asked questions
Does Shaw's sell Mad Gab's lip balm?
Yes. Mad Gab's says 56 Shaw's supermarkets in Massachusetts, Maine, New Hampshire, Vermont and Rhode Island have stocked six of its lip balms since September 2026.
Does every Shaw's store carry it?
No. The company says 56 stores carry the range, fewer than half of the chain's Shaw's-banner supermarkets, and it has not published the list.
Is Mad Gab's lip balm organic?
The company describes its Moose Smooch balms as USDA Certified Organic and made with organic olive oil and beeswax. The SPF 15 balms are a separate line.
Where is Mad Gab's based?
In Yarmouth, Maine. Founder Gabrielle Melchionda started the woman-owned company in Massachusetts in 1991.
Sources
- Mad Gab's Expands Into 56 Shaw's Stores Across New England: press release from Mad Gab's via HARO Newswire, 6 November 2026.
- Shaw's and Star Market: Wikipedia's entry on the supermarket chain, its owner and its store count.
- Sunscreen: How to Help Protect Your Skin from the Sun: U.S. Food and Drug Administration consumer guidance.
- The Mad Gab's Story: the company's own history of its founding.
- Mad Gab's: the company's website and store locator.