You can start the Brave Browser on a Mac in incognito mode from the CLI (Terminal) using the “open -a” command:

open -a "Brave Browser" -n --args --incognito --new-window https://huf.org

open -a : opens the Application
-n : Open a new instance of the application even if one is already running
--args : the following arguments go to Brave
--incognito : what do you think?
--new-window : don't reuse an already existing browser window

looking at the manual page with “man open” will help you here.