Data-driven body care brand Maëlys received a minority investment from Norwest, who joins controlling shareholder Barinboim Group.

WHO: Founded in 2017, Maëlys (pronounced MY-lees) is an online DTC brand that has quickly become a pioneer and disruptor in the body care market. The brand is known for formulating product innovations to shape, lift, and firm, unapologetically innovating around the unaddressed parts of a woman’s body, while inspiring positive body conversations and making the bold statement that all bodies are meant to be celebrated. Maëlys’ in-house team utilizes data tools and capabilities to enhance customer personalization and experience, making its top priority listening and engaging with its community to ensure that the brand is formulating high-performance tech-meets-skincare solutions.

Norwest is a leading venture and growth equity investment firm managing more than $9.5 billion in capital. The firm invests in early- to late-stage companies across a wide range of sectors with a focus on consumer, enterprise, and healthcare. Current and past investments include Casper, Jet, Spotify, Uber, Kendra Scott, Madison Reed, and PCA Skin.

IN THEIR OWN WORDS: “We’re excited to join forces with Norwest as we move on to the next phase of growth for Maëlys,” said Rom Ginzburg, Maëlys CEO. “We are in a unique position to cement our place as the leader in the body care market by introducing a one-of-a-kind product innovation pipeline, utilizing a data-driven approach, while also building a strong following. We look forward to working alongside Norwest, as their deep knowledge in the consumer space makes them the ideal partner for us.”

“We see a tremendous opportunity for Maëlys to build upon its recent momentum by continuing to disrupt the body care market of beauty and personal care with its authentic, inclusive brand,” said Sonya Brown, General Partner at Norwest. “Rom and his team have done amazing work with their fresh product formulations, body-positive ethos, and bespoke customer experience. Together, we believe our partnership will drive Maëlys to even greater heights of success.”

DETAILS:

• Maëlys received a minority investment of an estimated $30 million from Norwest, who joins the current shareholders that include Barinboim Group, the controlling shareholder of the company and a leading private equity firm founded by Zvika Barinboim, Leumi Partners, a global merchant and investment banking platform, and Maëlys founders.
• The brand said its core focus of growing its DTC brand, driven by a unique combination of data, technology, and marketing, is generating exceptional growth with a revenue run rate of $100 million, representing 400% year-over-year growth.