MAËLYS Announces Retail Expansion With Ulta Beauty

Maëlys Announces Retail Expansion With Ulta Beauty

MAËLYS, a fast-growing prestige body care brand, has announced its retail expansion through an exclusive partnership with Ulta Beauty. Headquartered in New York, New York, United States, MAËLYS is co-founded by Yariv Citron and is known for its innovative body-firming skincare products. The company’s decision to expand into retail comes after experiencing significant success with its direct-to-consumer business.

On August 15, 2022, MAËLYS launched its products in Ulta Beauty stores nationwide, marking the beginning of an omnichannel expansion strategy. This move aims to cater to the growing demand for MAËLYS products in key markets where its direct-to-consumer business has thrived. Rom Ginzburg, CEO of MAËLYS, expressed excitement about the partnership with Ulta Beauty, a world-class retailer with a national presence and a brand ethos that aligns well with MAËLYS’ customer profile.

Ulta Beauty’s Vice President of Merchandising, Penny Coy, also shared her enthusiasm for the partnership, stating that their highly engaged beauty enthusiasts and unmatched omnichannel retail environment offer endless possibilities for MAËLYS to further disrupt the body care category.

Customers can now shop for MAËLYS products at Ulta Beauty both in-store and online at The brand’s best-selling body reshaping products, including B-Flat Belly Firming Cream, are available within the new “Skincare We’re Loving” section of Ulta Beauty, a dedicated space for category heroes and emerging brand discovery.

MAËLYS’ rapid success is attributed to its unique marketing-data platform and tech-meets-body care solutions, which have resulted in a 100% growth year-over-year. The retail expansion with Ulta Beauty aims to provide customers with advanced body care solutions beyond the company’s direct-to-consumer channel, arming them with the tools they need to tighten, firm, and tone their bodies.