The prestige body care brand, MAËLYS best known for its unparalleled approach to bringing groundbreaking clinically-proven solutions, announces its exclusive retail partnership with Ulta Beauty. This marks the brand’s kickoff of an omnichannel expansion after proven success with its direct-to-consumer business. This is the first strategic move for the company to evolve in key markets where its direct-to-consumer business and customer demand have proven to be highly successful.
“As one of the fastest growing DTC beauty brands in the US, we saw a huge demand for our products to be available on other channels – it became clear that now is the time to also focus on our retail expansion,” said Rom Ginzburg, CEO of MAËLYS. “Ulta Beauty is a world-class retailer with a national presence, incredible omnichannel retail experiences, and a brand ethos that mirrors our customer’s profile incredibly well. Our goal is to enrich the customer experience by making it easier for them to shop in the places they love, thereby enabling them to conveniently find products that provide exceptional results and bare-it-all confidence. As body skinification continues to rule in the body care category, with MAËLYS at the forefront, there is limitless opportunity for our partnership with Ulta Beauty.”
MAËLYS’ rapid success, driven by its unique and proprietary marketing-data platform, and its tech-meets-body care solutions, has resulted in a 100% growth year-over-year, and revealed market demand for advanced body care solutions beyond the company’s direct-to-consumer channel. Ulta Beauty’s national audience of engaged beauty lovers with a desire for products that boost their skincare regimen and target head-to-toe concerns makes for an ideal match.
“We’re thrilled to evolve our partnership with MAËLYS as our guests continue to seek innovative skin solutions,” said Penny Coy, Vice President Merchandising, Ulta Beauty. “Our highly engaged beauty enthusiasts, scale and unmatched omnichannel retail environment offers this unique, fun brand endless possibilities to further disrupt the body care category – and we can’t wait!”
I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.