Mad Gab's, a woman-owned lip and body balm company headquartered in Yarmouth, Maine, has expanded into 702 Publix supermarket locations across eight Southeastern states. The October 2026 rollout brings three of the company's lip care products to shoppers in Florida, Georgia, Alabama, South Carolina, North Carolina, Tennessee, Virginia and Kentucky as Mad Gab's celebrates its 35th anniversary.
The expansion introduces more Southeast shoppers to Mad Gab's, a brand founded in 1991 by Gabrielle Melchionda. What began with a batch of lip balm made in her mother's Massachusetts kitchen using beeswax from a neighbor grew into a business selling products to natural food stores from the trunk of her car, and eventually to major grocery and specialty retailers.
“Joining the assortment at Publix is an incredible milestone as we celebrate our 35th anniversary,” said Melchionda. “When I made that first batch with beeswax from a neighbor, I never imagined we'd someday be selling our products in Publix. As a Maine brand, we're excited to meet a whole new crowd of chapped lips, and maybe reconnect with a few snowbirds who already know us.”
The Publix assortment includes three products available on in-store Lip Care Power Panels: USDA Certified Organic Lip Butter in Peach Mango, USDA Certified Organic Lip Butter in Watermelon Sorbet, and SPF 15 Lip Balm in Minty Mint. Mad Gab's Organic Lip Butters combine organic olive oil and beeswax with nourishing shea butter, cocoa butter and other moisturizing ingredients for a smooth, creamy feel without the greasy or waxy finish. The Minty Mint SPF 15 Lip Balm combines moisturizing ingredients with sun protection.
Some Southeastern shoppers may already be familiar with Mad Gab's from retailers such as Whole Foods Market, Wegmans, Ingles Markets and independent shops. The addition of 702 Publix locations significantly expands the brand's retail presence throughout the Southeast, introducing its lip care products to shoppers in communities across eight states. Products are available at participating Publix stores on Lip Care Power Panels, with placement varying by location. Shoppers can use the Mad Gab's store locator to find nearby retailers and are encouraged to check with individual stores for product availability.
Beyond its products, Mad Gab's supports young entrepreneurs through Incubating Innovators, a program that works with local schools and a farmers market to help teens develop business ideas, create products, learn marketing and experience selling to customers. The Publix expansion not only broadens the company's reach but also underscores the growing demand for natural, organic lip care products in mainstream grocery channels. For consumers in the Southeast, the rollout means greater access to Mad Gab's distinctive formulations, while for the industry, it signals a continued opportunity for niche, values-driven brands to secure shelf space alongside larger competitors.
