The brand, which seeks to pioneer the skinification of body care, will be available at all Ulta locations nationwide.
Maëlys, which describes itself as a “d-to-c first” brand, sees the move as a natural next step as it seeks to fortify its U.S. presence. Since launching in the U.S. in 2019, the country has joined Canada, Australia and the U.K. as one of the brand’s key markets, according to Ginzburg. “We knew at some point we would have to go to other channels — I think when you get to a certain scale and size, it makes sense to do so,” Ginzburg said.
As far as what is driving the brand’s growth, Ginzburg said he feels body care solutions remain a largely untapped market, and Maëlys seeks to bring those unmet consumer needs to the fore. Significantly bolstering the brand’s efforts is its data collection strategy, said Ginzburg, who describes Maëlys as a “data-driven organization.”
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