MAËLYS
MAËLYS is a US-based direct-to-consumer body-care brand that develops clinically proven topical formulations targeting body-specific concerns such as loose skin, cellulite, stretch marks, and aging, selling through its own website, Ulta Beauty, and TikTok Shop to consumers in five countries.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What MAËLYS does
MAËLYS is a US-based direct-to-consumer body-care brand founded in 2017 that develops and sells clinically proven topical formulations targeting body-specific skin concerns such as loose skin, cellulite, stretch marks, body aging, and postpartum or weight-loss-related skin changes. Its core technical positioning rests on a proprietary approach called Biology-First Skin Response Science™, which combines nature-derived bioactives with biotech-enabled extraction methods, and a proprietary delivery technology called Hyaluronic Fusion™ featured in several bundles. The product portfolio spans roughly fifty SKUs across body creams, serums, masks, oils, body tools, ingestible supplements, facial care (TOO- line), and fragrance, organized into clinical-concern and body-part categories on the website and priced from $25 to $89+ individually and up to $314 in bundles.
The company generates revenue primarily through one-time purchases on its owned e-commerce site (maelyscosmetics.com), a Subscribe & Save recurring program offering approximately 20% off, a Try Before You Buy trial program, and the tiered My MAËLYS Rewards loyalty program. Distribution is multi-channel: owned DTC storefront, Ulta Beauty retail (where the brand grew 460% year-over-year as of May 2025), and TikTok Shop (where MAËLYS was the #1 top-selling body-care brand in 2024 per Nielsen IQ). Marketing is anchored by social commerce virality, influencer/affiliate partnerships via ShopMy, clinical-evidence content, and email. The brand ships to five countries (US, UK, Canada, Australia, New Zealand) via five wholly-owned regional subsidiaries, and is privately held, having raised a $30 million Series A from Norwest Venture Partners in May 2021 at a $180M post-money valuation.
MAËLYS firmographics
Firmographics- Name
- MAËLYS
- Legal name
- MAЁLYS Cosmetics USA Inc.
- Website
- https://maelyscosmetics.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MAËLYS is a US-based direct-to-consumer body-care brand that develops clinically proven topical formulations targeting body-specific concerns such as loose skin, cellulite, stretch marks, and aging, selling through its own website, Ulta Beauty, and TikTok Shop to consumers in five countries.
- Ownership category
- akta.pro rank
MAËLYS industry classification
Industry- Product category
- Body Care Cosmetics
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)
- akta.pro secondary industries
- Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Body Scrubs & Exfoliating Cleansers (CRABAEAD), Body Sprays & Mists (CRABADAC), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
Keywords
Where MAËLYS is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
MAËLYS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchases of body care products through e-commerce and retail channels. Products include body creams, serums, masks, oils, and body tools at price points ranging from $25 to $89+.
- Subscribe & Save Program: Recurring subscription orders with approximately 20% discount, offering regular delivery of products with ability to manage frequency, skip, or cancel. Available in US and UK markets.
- Bundles & Kits: Pre-configured product bundles offering discounts ranging from $10-$125 compared to individual purchase prices, driving higher average order values.
- Try Before You Buy: Trial program allowing customers to try products with only shipping/handling charged upfront, then charged for kept products after trial period. Available for first-time purchases of applicable products in US only.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products |
| Subscription | Monthly | Subscribe & Save |
| Unit Pricing | Pay-as-you-go | Product Bundles |
| Other | Pay-as-you-go | Try Before You Buy |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
MAËLYS product offering
Product offeringCore offering
MAËLYS develops, manufactures, and sells clinically proven body care products including firming creams, body masks, serums, oils, scrubs, and body tools targeting concerns such as loose skin, cellulite, stretch marks, and body aging. The brand sells individual products, pre-configured bundles, and offers subscription, trial, and loyalty programs.
Product overview
MAËLYS is a body care brand founded in 2017 offering clinically proven body solutions targeting real skin concerns including loose skin, cellulose, stretch marks, and anti-aging. The product portfolio centers on Biology-First Skin Response Science, featuring core products like the GET-DREAMY Overnight Toning Body Whip, B-TIGHT Lift & Firm Booty Mask, and B-FLAT Belly Firming Cream alongside body reshaping serums (RE-LURE, RE-SOLVE, RE-START), hydration treatments (SO-SILKY, SO-RICH, SO-SUPPLE), anti-aging products (B-GLOSSY, RE-PAIR), and facial care (TOO-BOOSTED, TOO-POUTY, TOO-REVIVED). The brand also offers body tools (SCULPT-ME, SMOOTH-ME, TEASE-ME), supplements (COLLAGEN + BIOTIN, MOOD + METABOLISM), fragrances (TEMPT, GET-WILD), and numerous bundles. MAËLYS provides services including Subscribe & Save recurring orders, Try Before You Buy trials, and the My MAËLYS Rewards loyalty program.
Differentiator
Problem solved
Functional benefit
Products and services
- GET-DREAMY Overnight Toning Body Whip Clinically proven overnight toning body whip designed to smooth and tighten the look of curves while sleeping, targeting firm and tighten concerns.
- B-TIGHT Lift & Firm Booty Mask Clinically proven booty mask designed to reduce the appearance of cellulite and visibly firm the skin around the booty and thighs.
- B-FLAT Belly Firming Cream Clinically proven belly firming cream designed to help skin look tighter and fade the look of stretch marks, particularly for postpartum and weight-loss journeys.
- B-GLOSSY Smoothing Body Serum Anti-aging body serum that reduces and smooths the appearance of fine lines and wrinkles on the body.
- GET-TAUT Body Firming and Hydrating Mousse-To-Oil Transformative mousse-to-oil formula clinically proven to reduce the look of wrinkles and visibly hydrate the skin.
- B-FOXY Inner Thigh Firming Cream Clinically proven firming cream that helps tighten the look of inner thighs and improve skin elasticity.
- B-FLEX Lift & Firm Arm Cream Product designed to help tighten the appearance of saggy and loose skin in the upper arm area.
- B-POISED Neck & Décolleté Firming Cream Anti-aging firming cream designed for the neck and décolleté areas, clinically proven to reduce and smooth the look of wrinkles.
- RE-LURE Tight & Tone Body Serum Body serum powered by Hyaluronic Fusion technology designed to tighten and tone the look of skin.
- RE-START Resurfacing Body Serum Resurfacing body serum that visibly improves skin texture through chemical exfoliation using glycolic and lactic acids.
- RE-SOLVE Age-Defying Body Serum Age-defying body serum clinically proven to improve the look of wrinkles and crepey skin.
- RE-PAIR Anti-Aging Body Lotion Anti-aging body lotion that smooths the look of fine lines and wrinkles and provides 72-hour hydration.
- SO-SILKY Foaming Body Scrub Body scrub designed to gently buff away dull skin to support the look of skin smoothness.
- SO-RICH Barrier Body Butter Ceramide-infused body butter that melts onto skin for a deeply nourishing experience.
- SO-SUPPLE Barrier Body Oil Body oil that delivers a surge of hydration while helping support the skin barrier.
- GET-SPRUNG Enriched Stretch Mark Oil Enriched oil formulated to reduce the appearance of stretch marks.
- GET-CHEEKY Smooth & Firm Cellulite Oil Cellulite oil designed to smooth and firm the appearance of skin.
- RE-VAMP Plumping Body Serum Body serum that plumps the look of the chest area and amplifies the look of target areas.
- TOO-BOOSTED Face Filling Cream Ultra-bouncy face filling cream clinically proven to reduce the look of crow's feet and improve marionette lines with Snow Mushroom and Hyaluronic Acid.
- TOO-POUTY Clinically Proven Lip Plumping Mask Lip plumping mask clinically proven to visibly plump lips, smooth the lip area, and reduce fine lines with Palmitoyl Tripeptide-38 and Hyaluronic Acid.
- TOO-REVIVED Brightening Eye Cream All-in-one eye cream clinically proven to diminish crow's feet, brighten dark circles, and even skin tone with Caffeine and Squalane.
- TOO-FINE Face Sculpting Serum Face sculpting serum that reduces the appearance of fine lines, crow's feet, and marionette lines while visibly hydrating skin.
- TOO-RENEWED Anti-Aging Face Cream Anti-aging face cream designed to reduce visible signs of aging on the face.
- COLLAGEN + BIOTIN Supercharged Liquid Collagen Liquid collagen supplement containing a daily dose of nutrients intended to support the body from the inside out.
- MOOD + METABOLISM Mood Boosting & Body Toning Capsules Supplement capsules designed for mood boosting and body toning benefits.
- SCULPT-ME Shaping Body Tool Shaping body tool for targeted body sculpting routines.
- B-BOLD Booty Plumping Cream Booty plumping cream for targeted area enhancement.
- B-PERKY Lift & Firm Breast Mask Lift and firm mask designed for the breast area.
- B-BOUNCY Boob Enhancing Gel Enhancing gel designed for the breast area.
- HEROES Total Body Sculpt Bundle Total body sculpt bundle marketed as a company best seller, offering savings versus purchasing individual items.
- ICONS The Full Body Bundle The company's #1 best-selling bundle, offering savings on a full body set.
- POWER-PACKED The Renewal Bundle Renewal bundle powered by Hyaluronic Fusion technology clinically proven to improve skin texture, reduce wrinkles and cellulite, and fade stretch marks.
- Subscribe & Save Service Recurring order program allowing customers to purchase eligible products on a repeating basis at selected frequency, with approximately 20% subscription discount, free shipping, and the ability to change or cancel online anytime.
- Try Before You Buy Trial program allowing first-time customers to try up to five applicable products with only shipping and handling charged upfront, then charged the full price for any items kept after the trial period.
- My MAËLYS Rewards Loyalty Program Tier-based loyalty program (Silver, Gold, Platinum) that awards points for purchases redeemable for discounts, with member benefits including free shipping and birthday rewards.
Quantifiable outcome
- 460% year-over-year sales growth at Ulta Beauty as of May 2025
- +2 more outcomes
Companies that use MAËLYS
Customer profileSegments1 record
Ideal customer profiles1 record
MAËLYS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
MAËLYS partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Ulta BeautycoreMajor retail distribution partner where MAËLYS products are sold both in-store and online. MAËLYS achieved 460% year-over-year sales growth at Ulta as of May 2025.
- Pact CollectiveminorSustainability partnership enabling customers to recycle empty MAËLYS products at participating Ulta Beauty locations through Pact collection bins.
- Nielsen IQminorMarket research firm that identified MAËLYS as the top-selling body care brand on TikTok Shop in 2024.
- Consumer EdgeminorData analytics firm that ranked MAËLYS as the second fastest-growing DTC beauty brand in the US for H1 2025.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
MAËLYS competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MAËLYS social profiles
Digital presenceMAËLYS financial estimates
Financial estimateRevenue estimate
Valuation estimate
MAËLYS leadership team
Management profileNumber of profiles
Profiles5 records
MAËLYS subsidiaries and ownership
Company hierarchySubsidiaries5 records
MAËLYS funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MAËLYS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MAËLYS
What does MAËLYS do?
MAËLYS develops, manufactures, and sells clinically proven body care products including firming creams, body masks, serums, oils, scrubs, and body tools targeting concerns such as loose skin, cellulite, stretch marks, and body aging. The brand sells individual products, pre-configured bundles, and offers subscription, trial, and loyalty programs.
Is MAËLYS a public or private company?
MAËLYS is a private company. It is classified as venture growth investor backed and is currently operating.
When was MAËLYS founded?
MAËLYS was founded in 2017. It employs 101 to 250 people.
Where is MAËLYS based?
MAËLYS is headquartered in New York, United States, in the North America region.
How does MAËLYS make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are subscribe & Save Program, bundles & Kits and try Before You Buy.
Does MAËLYS have an API?
No public API is recorded for MAËLYS.
What industry is MAËLYS in?
MAËLYS's product category is Body Care Cosmetics. Its primary akta.pro industry code is CRABAAAD, Body Skincare (Lotions, Creams, Body Oils), with a secondary code of CRABALAG, Spa Body Treatments & Massage (Oils, Scrubs, Wraps). Its NAICS code is 32561 and its SIC code is 2844.