Fragrance house

Maëlys

Maëlys was founded in 2017 as a body-care company based in Tel Aviv, Israel. The brand entered the United States in 2019 and initially operated primarily through direct-to-consumer sales. Its identity centers on clinically tested body-care formulas for targeted concerns, including changes associated with pregnancy, weight fluctuation, and aging. By 2023, Maëlys was publicly associated with targeted body care and its B-Tight Lift & Firm Booty Mask, which was described as viral, although the company did not rely on a single product for most of its sales. In 2025 and 2026, Maëlys undertook a broad identity refresh spanning imagery, typography, colors, packaging, and the tagline “Body care that shapes you,” while retaining a playful character alongside stronger clinical positioning.