Body positive brand MAËLYS gets investment from Norwest to boost global expansion

The minority investment will support the DTC body care brand's international growth, with bestsellers including B-Tight Lift & Firm Booty Mask and B-Flat Belly Firming Cream

Direct to consumer (DTC) body care brand MAËLYS has received a minority investment from global investment company Norwest to expand its body positive ethos to more customers worldwide.

Founded in 2017 with the aim of helping women feel more confident in their own skin, today MAËLYS offers a variety of products to help shape, lift and firm women's bodies for every size, shape and skin type, with its bestsellers including the B-Tight Lift & Firm Booty Mask, B-Flat Belly Firming Cream and B-Perky Lift & Firm Breast Mask.

The latest investment from Norwest will support the brand's international growth, including new product launches, scaling operations to meet consumer demand and expanding its team globally to better serve its growing customer base of millennials and young mothers.

Rom Ginzburg, CEO of MAËLYS, said: “We’re excited to join forces with Norwest as we move on to the next phase of growth for MAËLYS.

“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, utilising 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.”

The investment will also see Sonya Brown, General Partner at Norwest, join MAËLYS' Board of Directors.

Brown added: “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.

"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."

Norwest joins the brand's existing shareholders, which include controlling shareholder and private equity company Barinboim Group and investment banking platform Leumi Partners, as well as the brand's founders.

Claimed to be one of the fastest-growing brands in the body care space, today MAËLYS is said to be enjoying 400% year-on-year growth, thanks to its body positive marketing and products driven by data tools and capabilities to offer customers a more personalised experience.