Mayssa
Chehata

Mayssa Chehata is the founder and CEO of BEHAVE Candy, a better-for-you candy company built around a difficult proposition: make candy with less sugar without losing what people love about candy. Before founding BEHAVE, she worked across consumer brands including the NFL, Uber, SoulCycle, and Daily Harvest.

Mayssa has built BEHAVE Candy through a launch, a pivot, a fundamental product and brand relaunch, which led to viral growth on TikTok and expansion into national retail. She speaks to disrupting a CPG category, world-building around your brand, celebrity partnerships, learning from customers to reinvent your products, retail expansion, viral content & storytelling, and scrappy growth. Her experience building her company has led her to question some of the assumptions founders are handed about speed, hustle, sacrifice, and what it takes to succeed.

For Mayssa, building differently is both a business practice and a personal one. Through her Hustle Softer talks and her podcast ROCK BOTTOM, she speaks candidly about the inner life of entrepreneurship: uncertainty, burnout, mental health, spirituality, and learning to trust your intuition when there is no obvious answer. She brings those conversations into the same room as strategy and execution, because she’s come to understand that the founders’ inner life shapes the company they can build.