Key Takeaways:
Splashy creative agency with A-list clients—who needs it? When Maëlys decided to embark on a top-down aesthetic overhaul, the seven-year-old bodycare brand looked no further than its own inner ranks to get the job done.
Launched in the US in 2019 as a strictly DTC play, Maëlys felt it needed a fresh look to reflect its rapid growth beyond its own website. Along with its chief brick-and-mortar alliance with Ulta Beauty, where it’s been since 2022, the brand has a digital presence on Amazon and Shoppers Drug Mart and a foothold in TikTok Shop in the States. In early 2026, Maëlys will add TikTok Shop UK to its distribution.
While Maëlys CEO Rom Ginzburg declined to confirm an estimated 2025 revenue ranging between $150-$200 million, he said total business was up more than 50 percent over 2024. That jump surely informed the brand’s decision to give itself a full glow-up, including website and packaging redesigns underpinned by a full recategorization of product.
“The decision to refresh Maëlys’ brand identity reflects the next phase of the brand’s evolution and was prompted by our desire to connect even more closely with our consumer,” Ginzburg told BeautyMatter. “We evaluated internal team feedback, surveyed our customer and looked at our presence in retail, and felt there was an opportunity to elevate both the brand design and the packaging to better communicate our clinical efficacy, the science behind the products, and the brand mission of empowering women.”
A major pop at retail—a growing distribution channel for the brand—was a big goal.
“Consumers shop very differently in-store versus online,” said Ginzburg. “We needed to adapt our products for this environment. Changes to product packaging, product storytelling, and overall brand design was our goal.”
According to co-founder and Chief Marketing Officer Yariv Citron, handing the task of overhauling the brand’s image to existing Maëlys team members was a no-brainer. “We’re incredibly proud that this transformation was driven internally,” he said, “and of the level of thoughtfulness, collaboration, and consistency it took to bring it to life across every channel.”
The mandate? To elevate the overall look and increase ease of shopping by organizing the brand’s main 18 bodycare SKUs into five color-coded core categories: Anti-Aging, Cellulite, Firming & Lifting, Stretch Marks, and Hydration & Barrier Support.
Over the course of two years, the Maëlys team tasked with the redesign tackled custom molds for the primary packaging and new, smaller unit cartons, all with the mission of elevating the customer experience and telling a cohesive story.
Mallory Goodman, Senior Vice President of Brand at Maëlys, ticked off a number of other refinements.
“The refresh introduces a modernized visual identity, including elevated imagery, refined typography, a refreshed color palette, and a new tagline: ‘Body care that shapes you,’” said Goodman. “The new look balances Maëlys’ playful, confident spirit with a more elevated, sensorial aesthetic, signaling growth while staying true to our mission of empowering women to feel confident in their skin.”
The trick was in not straying too far from the brand’s sassy roots. After all, with product names like B-Thicc Booty Enhancing Mask and B-Foxy Inner Thigh Firming Cream, its vibe and ethos are light years removed from hyper-scientific, densely multisyllabic skincare brands. But at the same time, the brand prides itself on its rigorous clinical testing.
“Maëlys has evolved significantly over the past few years, becoming more mature as our audience has grown with us,” said Citron. “A core part of this [rebranding] project was determining how to strike the right balance between the cheeky, playful spirit Maëlys is known for and the strong clinical credibility that defines our products today.”
A major driver behind the creation of color-coded product families was to make shopping in-store easier and enable retail customers to align their purchases with their specific body goals.
For the moment at least, Maëlys has just one core retail partner: Ulta Beauty. And, per Ginzburg, a “merchandising overhaul” is in play with the store, including additional shelf space and what Ginzburg described as “an improved visual presentation” bolstering the brand’s elevated new look.
“This overhaul also underscores the strong partnership between Ulta Beauty and Maëlys,” said Ginzburg. “Our growth within the retailer has been significant this past year, and we are so thankful for their trust in the bodycare category and are excited to be part of the category’s overall growth. Our goal is to continue to drive category innovation in partnership with Ulta Beauty, and make sure we are creating the best customer experience, whether they are shopping in stores or on Ulta.com.”
From the sounds of it, the Maëlys and Ulta Beauty collaboration is going well on both sides.
“Since debuting at Ulta Beauty in 2022, Maëlys has continued to scale through thoughtful evolution and close partnership,” Lisa Tamburello, Vice President of Merchandising at Ulta Beauty, told BeautyMatter. After initially launching in the retailer’s prestige skincare section, Maëlys shifted to the bodycare area in 2024, a move that sparked brand discovery among shoppers and proved beneficial for both sides.
While Maëlys’ targeted, results-driven bodycare has resonated with Ulta Beauty customers since it landed on store shelves, the retailer was happy to lend a hand with Maëlys 2.0.
“With brand-building baked into Ulta Beauty’s DNA, we collaborated with the brand to refine and refresh its presentation, making navigating by concern more intuitive and helping guests quickly identify the right products for their needs,” said Tamburello. “We believe the new look and feel will only amplify the brand’s proven formulas and continue to drive strong engagement.”
Having experienced solid success with TikTok Shop in the US—the company consistently ranks in the top five personal care brands— it will roll out to the UK this year.
“The main difference between the US and UK TikTok Shops will be the product assortment,” said Citron. “Since we’re newer to the UK market, the UK shop is focused on our best-selling SKUs, allowing us to test consumer interest and understand what resonates with this audience before expanding the offering.”
To support the UK push, Maëlys will launch with a dedicated paid media campaign designed to build awareness, education, and product trials. “Our goal is to introduce the brand in a way that not only drives visibility, but also clearly communicates our point of difference—clinically proven, results-driven bodycare,” said Citron.
As for the brand’s core source of revenue—its website—that’s had a bit of a facelift, too.
“The new design showcases real skin and real bodies, elevating our visual storytelling, and creating a more cohesive, premium brand world,” said Citron. “From a user-experience perspective, our focus was on creating an intuitive, seamless, and engaging shopping journey.”
Looking toward the future, Ginzburg said the brand will continue its mission of delivering solution-centric bodycare informed by research while bolstering its omnichannel distribution.
“What truly positions us well for the next five years is our agility,” said Ginzburg. “The beauty and retail landscape is evolving faster than ever, and Maëlys has proven that we can move quickly, listen to consumers, adapt to market shifts, and innovate ahead of demand.”