Maëlys, a fast-growing, direct-to-consumer (DTC) body care brand, has received a minority investment from Norwest, a leading global investment firm.
 
The investment will support Maëlys’ rapid international growth, help scale operations to meet increasing consumer demand, launch new products and expand the team globally. Sonya Brown, Norwest general partner, will join Maëlys’ Board of Directors.
 
About Maëlys
 
Maëlys was founded in 2017 with the mission to deliver innovative ways to solve real problems for real women. Maëlys’ in-house team utilizes data tools and capabilities to further enhance customer personalization and experience.
 
The brand is known for formulating solutions to help shape, lift and firm a woman’s body – no matter her size, shape or skin type. Maëlys has built a loyal and global customer base of women, and is a favorite among young mothers and millennials.
 
Shareholder
 
Norwest will join the current shareholders that include Barinboim Group, the controlling shareholder of the company and a leading private equity firm founded by Zvika Barinboim, Leumi Partners, a global merchant and investment banking platform, and Maëlys’ founders.
 
“We’re excited to join forces with Norwest as we move on to the next phase of growth for Maëlys,” said Rom Ginzburg, Maëlys CEO. “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, utilizing 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.”
 
“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,” said Sonya Brown, General Partner at Norwest. “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.”