Mayssa Chehata

Mayssa Chehata is the founder of BEHAVE, a modern confectionery brand dedicated to reinventing the candy experience through a health-conscious, culinary-first approach. [3][4][5][6] Launched in 2020, the company specializes in low-sugar, low-net-carb gummies crafted with natural ingredients and chef-inspired flavors. Chehata developed the brand's initial formulas in collaboration with celebrity chef Elizabeth Falkner to ensure the products delivered a premium taste without the high sugar content typical of traditional sweets. [5] Her entrepreneurial journey is marked by a strategic pivot in 2022, during which she temporarily paused operations to rebuild the business model, eventually relaunching with the support of high-profile advisors and equity investors like Busy Philipps. [6] Before founding BEHAVE, Chehata built an extensive career in brand marketing and business development at iconic consumer organizations. [7][8] She held key roles at the NFL and Uber and was an early employee at Daily Harvest, where she spearheaded talent and celebrity partnerships. [6][8] She also served as the Director of Business Development at SoulCycle. [8][9] Beyond her executive leadership, Chehata is the host of the Rock Bottom podcast and a frequent speaker on entrepreneurship and brand building.