62The word “卷” (competition/overdrive) has almost spread to every corner of life, and even the body care sector is not immune. When people not only pursue facial firmness but also chase after firm body skin, new brands emerge in response to the trend.
MAËLYS is exactly such a body care brand focused on specialized research for specific areas. By precisely capturing niche needs and efficiently deploying across multiple channels, it has quickly become a dark horse in the North American DTC beauty and personal care sector.
According to Consumer Edge data, MAËLYS was rated as the second fastest-growing DTC beauty brand in the US in the first half of 2023, second only to Rhode, founded by Hailey Bieber; the brand is expected to achieve $150-200 million in revenue by 2025.
Image source: Google
Precisely Targeting Market Gaps, Dual Engine of Capital and Channels
The name MAËLYS combines the French word for "elegance" (maëlle) and the symbol of purity "lily" (lys), and the brand's development is equally poetic and sharp.
In 2017, a team of four co-founders including Daniel De Castro discovered in New York, USA, that mainstream personal care products generally neglected the refined care needs for areas such as the chest, abdomen, and buttocks.
So, they decided to break the traditional "one-size-fits-all" body care model and launch area-specific solutions. This precise positioning laid the foundation for their rapid development.
Image source: MAËLYS
In May 2021, MAËLYS completed a $30 million Series A financing round, led by Norwest Venture Partners, with Leumi Partners and Bar In Boim Group participating.
After obtaining Series A financing, MAËLYS accelerated the expansion of its product line, for example, launching the Get-Sprung serum oil specifically targeting stretch marks. On this basis, the brand took a key step in channel expansion in 2022,they reached a nationwide cooperation with US beauty retail giant Ulta Beauty, launching 7 star products in the first batch, covering its offline stores and official website.
This cooperation not only improved the brand's accessibility, but also laid the foundation for its expansion from the US to Europe, the Middle East, and other regions. As of May 2025, MAËLYSbrand sales at Ulta Beauty soared by 460% year-on-year, with many products becoming bestsellers.
Image source: linkedin
Multi-Platform Deployment: How to Win the World with “Authenticity”
The explosive popularity of the MAËLYS brand is by no means accidental. The key lies in building a multidimensional marketing matrix that goes beyond single-point breakthroughs and pursues synergy.
The brand has precisely deployed TikTok, its own website,ande-commerce platforms—not simply to spread risk, but to make each channel a different chapter in the brand story, echoing each other and growing together.
1. TikTok
TikTok users have a very low tolerance for "hard ads",thereforethe core strategy of the MAËLYS brand is to "replace marketing rhetoric with authentic content", allowing product results and user stories to blend naturally, reducing awkwardness.
In terms of content,theyfocus on "no filter, no editing" effect comparison videos, such as inviting postpartum mothers to record "14 days of abdominal line changes using B-Flat Firming Cream", or fitness influencers showing "improved buttock firmness after using B-Tight Butt Mask for 1 month after workouts".
Image source: TikTok
Among them, some viral videos, such as using a belly cream every day to eliminate stretch marks, have reached 3.6 million views, and many users in the comments section left messages like "want the link" and "want to try", directly triggering the key step from content seeding to active inquiry.
Image source: TikTok
The effect of this series of videos is also obvious,MAËLYSbrand has achieved good results with its two TikTok accounts:
- Account @maelys_cosmetics_uk has gained 197,500 followers, with total video views exceeding 13.64 million.
- Account @maelyscosmetics has gained 59,900 followers, with total video views exceeding 4.4 million.
Image source: TikTok
In addition, live streaming is also a key part of MAËLYS brand's conversion on TikTok.
In the live broadcast room,theyattract users to place orders by showing clear before-and-after product comparisons, and also increase interaction by giving out lucky bags and guiding comments to flood the screen with keywords, effectively expanding the recommendation and reach of the live stream.
Image source: TikTok
So far, the MAËLYS brand has held 146 live broadcasts, generating a total GMV of $573,200, with an average live broadcast duration of over 3 hours, and the number of online viewers can basically remain above 100.
From the data, MAËLYS brand has already achieved a relatively stable customer flow in live broadcast operations, forming a unique brand model.
The live streaming results of the MAËLYS brand also provide strong evidence for the effectiveness of its model. For brands wishing to learn from such successful experience and quickly open up overseas markets, cooperating with local TikTok live streaming operation teams is also an effective approach.
Image source: Fastmoss
2. Independent Website and E-commerce Platforms
The independent website is the core position for MAËLYSbrandto directly reach users,so in the design of the independent website, they have strengthened the extension of the "female-friendly" theme.
In the overall design, they use a minimalist pink and white style, and list product reviews as a separate section on the homepage. This leverages the herd mentality and trust psychology of women relying on community consensus when making decisions, building word-of-mouth through real reviews, thus reducing the user decision path and strengthening conversion.
Image source: MAËLYS
In addition, the MAËLYSbrandhas also established a loyalty program, dividing users into four levels based on spending amount. Participating userscan receiveexclusive benefits, further strengthening user stickiness.
According to Similarweb data,the independent website had6.94 million monthly visits in August 2025, of which 57.7% were direct traffic,showing that the brand has already formed a strong appeal, and many customers have developed the habit of searching and visiting the website on their own.
Image source: Similarweb
3. E-commerce Platforms
In addition,MAËLYSbrand is also actively deploying on Amazon,TikTok Shop and other platforms, leveraging their huge traffic for rapid growth.
On Amazon,theyrely on the platform's traffic ecosystem to keep expanding, with several products such as rinse-free slimming masks and overnight firming serums selling thousands or even tens of thousands of units per month..
Looking at TikTok Shop, according to Fast moss data, MAËLYS's US shop has accumulated sales of 273,200 units and total sales of over $1.397 million in less than two years.
This diversified combination model not only ensures brand autonomy, but also maximizes sales scale.
Image source: Fastmoss
Looking for the Market’s “New Language”
The inspiration brought by the MAËLYS brand may be that what the global market is waiting for is not just another new brand, but a new way of dialogue.
From the universal need for "body care", it has found a unique entry point to establish deep resonance with female users.
For Chinese brands about to set sail, the key to going overseas may be exactly this: how to tell a new story that can truly enter the lives and hearts of overseas users, with a dual understanding of the Chinese supply chain and global trends.