Body Care Brand MAËLYS Makes Exclusive Retail Debut at Ulta

The direct-to-consumer brand is making its retail debut exclusively at the beauty giant.
Zachary Russell
Associate Editor
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MAËLYS, a direct-to-consumer body care brand, is making its retail debut exclusively at Ulta Beauty.

The partnership follows 100% year-over-year growth for the company. Customers can find MAËLYS within the new Skincare We're Loving section of Ulta Beauty as well as on the retailer’s website.

"As one of the fastest growing DTC beauty brands in the U.S., we 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," said Rom Ginzburg, CEO of MAËLYS. "Ulta Beauty is a world-class retailer with a national presence, incredible omnichannel retail experiences, and a brand ethos that mirrors our customer's profile incredibly well. Our goal is to enrich the customer experience by making it easier for them to shop in the places they love, thereby enabling them to conveniently find products that provide exceptional results and bare-it-all confidence. 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."

The initial launch at Ulta includes seven of MAËLYS’ best-selling products. The 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 are all available now.

“We're thrilled to evolve our partnership with MAËLYS as our guests continue to seek innovative skin solutions," said Penny Coy, Vice President of Merchandising at Ulta Beauty. "Our highly engaged beauty enthusiasts, scale and unmatched omnichannel retail environment offers this unique, fun brand endless possibilities to further disrupt the body care category - and we can't wait!