Launched: 2019
Key Executives:
2025 Full Year Expected Revenue Range: $150 to $200 million
2025 Projected Offline Distribution Points: 2,881
Primary Category: Bodycare
Other Categories: Skincare, Wellness
Key Markets: United States, Canada, United Kingdom
Retail Partnerships: Ulta Beauty, Ulta Beauty at Target, Shoppers Drug Mart, Amazon, TikTok Shop
Primary Distribution Channel: DTC
Other Distribution Channels: Amazon, Prestige, TikTok Shop
Funding Rounds: Private Equity
Total Funds Raised: $30 million
Notable Investors: Norwest Venture Partners
Board Members: Sonya Brown
At MAЁLYS, we recognized a significant gap in bodycare. Unlike skincare or haircare, there wasn’t a solution-driven approach tailored to specific body concerns. The category at the time was limited to basic moisturizers and body butters, with little focus on targeted, clinically proven results.
We set out to innovate with unique ingredients and textures, developing formulas designed for different parts of the body, each backed by rigorous clinical testing. Our mission was to deliver transformative solutions that not only nourish the skin but also address real concerns such as cellulite and stretch marks, loose skin, and overall skin health.
Today, we continue to lead in bodycare innovation, offering a comprehensive range of products that meet the growing demand for results-driven, clinically proven solutions in the beauty and wellness industry.
Insights provided by Rom Ginzburg, CEO
Key business initiatives for 2025?
In 2025, our key business initiatives focus on expanding our reach, strengthening our brand, and driving innovation:
What are you most proud of having accomplished?
We are most proud of the portfolio of core products we've built, which continue to outperform year after year, exceeding both our expectations and the needs of our customers. It’s especially rewarding to see heritage products from 2019, such as B-TIGHT remain top sellers alongside new launches that quickly become pivotal to our business, demonstrating that we’re meeting real, lasting market needs. Seeing the tangible, positive impact on our customers’ confidence and self-esteem has also been incredibly special—especially as we empower women to feel their best in their skin.
Additionally, maintaining consistent profitability year over year reflects the strength and sustainability of our business model, as well as the trust consumers place in our brand. Our ability to innovate, adapt, and consistently deliver products that truly resonate with our audience has been a key factor in our success.
What has been the biggest surprise?
The biggest surprise has been our transition from being a DTC-only brand to an omnichannel brand. As we explored the idea of launching and expanding into retail, we were initially concerned about losing direct access to consumer data and feeling distanced from the end consumer. However, this shift has proven to be incredibly beneficial for our business.
Launching into retail through our partnership with Ulta has significantly increased brand awareness and credibility, introduced us to new consumer segments, and allowed us to bring bodycare to the forefront of the beauty market. It has also democratized bodycare, making it more accessible to consumers who might not have discovered us online. This transition has underscored the importance of adapting to market demands and has strengthened our mission to empower confidence and self-esteem.
What fuels your competitive advantage?
At the core of MAЁLYS’ competitive advantage is our commitment to science, innovation, and providing solutions for real body concerns faced by women at every stage of life. We are constantly pushing the boundaries of what ingredients and formulations can accomplish, striving to offer truly impressive clinical results.
Innovation drives everything we do. We create products that address concerns many may not have thought possible to tackle in the bodycare space—such as stretch marks, cellulite, and loose skin. By identifying the unique and often overlooked needs of women, we design bold solutions to meet those needs. Our development of our best-selling GET-DREAMY Overnight Toning Whip that addresses loose skin exemplifies this forward-looking mindset.
Beyond product innovation, we also prioritize community and authenticity. MAЁLYS has built a loyal and engaged community of women who connect with our mission and trust our brand. This sense of belonging, along with our commitment to creating real results, strengthens our brand’s ability to resonate with our customers.
Insight on the future of the beauty industry.
The future of the beauty industry is poised for continued growth, with bodycare emerging as a significant frontier. Consumers are increasingly embracing self-care rituals that extend beyond the face, creating vast opportunities for innovation. Similarly to what happened in face and haircare is happening in bodycare as we speak, and this is just the beginning.
Moreover, it’s becoming clear that beauty and wellness are more intertwined than ever. Consumers now expect products that not only deliver external results but also promote internal health. This evolution inspired our decision to also focus on inner and outer beauty/wellness with the launch of our unique and innovative Supercharged Liquid Collagen. This product represents a natural extension of our brand, reflecting the synergy of beauty and wellness by offering a solution that addresses overall body concerns from the inside out.
What is the best piece of advice you’ve been given?
The best piece of advice I’ve received was to launch in retail and be wherever the customer wants to shop. As someone who was a huge DTC fan and believer, I initially thought that focusing solely on DTC was the best way to grow. However, I’ve since realized that the only way to build a true, global brand is by embracing an omnichannel approach.
Expanding into retail has allowed us to reach customers who might not have discovered us online, while also giving us credibility and increasing brand awareness. It’s opened doors to new consumer segments and made our products more accessible, all while helping us stay connected to our core mission.
What is the best mistake you've ever made and what did you learn?
The best mistake I’ve made was in team building. I’ve always believed in taking risks by betting on young, smart, and ambitious talent. This approach has shaped many of my hiring decisions, and while it’s led to great success, I’ve also learned that experience is invaluable in certain areas. There have been times when I hired based on potential alone, only to realize later that experience and a proven track record in specific roles are essential. Fixing those mistakes is never easy.
I’ve also learned that no matter how skilled or motivated someone is, if their approach or values don’t align with the company’s culture and vision, it can hinder success. Hiring decisions require a careful balance between talent, experience, and compatibility to ensure a cohesive and effective team.
What advice would you give to someone contemplating launching a beauty brand?
My advice for anyone considering launching a beauty brand is to start with a great product—this is the foundation of any successful brand. It’s essential to solve a real problem or meet a specific need within the market. Differentiation in today’s competitive market is a must—why will a consumer buy my product and not others?
Building a strong team is equally important. Surround yourself with people who bring diverse skills and share your passion for the brand. A supportive, driven team will help bring your vision to life.
When looking for investors, make sure to choose partners who can offer more than just financial backing. Look for those who bring expertise, strategic insight, and a relevant network to the table. The right investor can help propel your brand forward in ways that go beyond just capital.
Finally, don’t be afraid to do something different. Innovation is key in the beauty industry, and sometimes success comes from stepping away from the crowd and offering something unique. Think outside of the box; bringing an outsider's fresh perspective can take a brand very far.
If you could change one thing in the beauty industry what would it be?
If I could change one thing in the beauty industry, it would be the fearmongering around ingredients, particularly in the clean beauty space. While the demand for clean, nontoxic products is growing, there’s a fine line between educating consumers and creating unnecessary fear. Often, terms like "clean" and "safe" are used without proper clarity, which can mislead consumers into believing that certain ingredients are inherently harmful.
