Body care brand Maëlys partners with Ulta beauty for “skinification” products distribution

16 Aug 2022 --- Maëlys is entering a retail partnership with Ulta Beauty, following “record-breaking” direct-to-consumer growth within the body care category. Maëlys’ products are now available in all Ulta’s physical stores and its virtual spaces. 

As a result of the brand’s direct-to-consumer business’ success, this relationship is the beginning of its omnichannel development. It is also the first strategic move for the company to evolve in important areas where its direct-to-consumer business and client demand have shown to be successful.

The fast expansion of Maëlys, which is fueled by its distinctive marketing-data platform and tech-meets-body care solutions, has highlighted market demand for innovative body care solutions outside of the company’s direct-to-consumer channel.

Bodycare bargaining supremacy
Rom Ginzburg, CEO of Maëlys explains that “as one of the fastest growing DTC beauty brands in the US, Maëlys 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.”

“Ulta Beauty is a world-class retailer with a national presence, omnichannel retail experiences, and a brand ethos that mirrors our customer’s profile well,” he elaborates. 

He says the company’s goal is to enrich the customer experience by making it easier for them to shop in the places they find suitable, thereby enabling them to conveniently find products that provide the results they desire. 

Skinification rises in industry
Skinification is a skincare trend, referring to the attention consumers are starting to pay to the rest of their bodies. While skincare routines for the face have been prevalent, caring for the body with the same attentiveness has often been neglected.

Skinification refers to the attention consumers pay to the skincare routines for the rest of their bodies. 

“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,” Ginzburg adds.

Customers of Ulta Beauty may use the products provided by this retail expansion to tighten, firm and tone their body and skin. The Maëlys products are to be found in Ulta Beauty’s Skincare We’re Loving section, which is a designated area for discovering up-and-coming brands. 

Seven of Maëlys’s top-selling body-shaping products are available to customers in shops and online, including B-Tight Lift & Firm Booty Mask, B-Flat Belly Firming Cream, B-Thicc Booty Enhancing Mask, B-Flex Lift & Firm Arm Cream, B-Perky Lift & Firm Breast Mask, Get-Cheeky Enriched Cellulite Oil and Get-Sprung Enriched Stretch Mark Oil.

Other skinification moves
Jennifer Lopez previously said that “consumers give all this care and attention to the skin on their face, but sometimes neglect the body. It was important for me to create a skincare routine for the body to address its specific and tailored needs.”

For this reason, she recently launched the Firm + Flaunt Targeted Booty Balm as part of a line of science-rooted skincare founded by entertainer Jennifer Lopez: Jlo Beauty.

The brand expansion of its portfolio with body care products, branded JLo Body, includes lotions touted to firm the skin’s appearance, help improve skin elasticity and fade the appearance of stretch marks in areas like the buttocks, hips and thighs.

The launch was largely inspired by JLo’s belief that “beauty has no expiration date,” and she prioritizes consumers’ confidence claims above all.

Edited by Mieke Meintjes