Maëlys Marketing Breakdown: How TikTok Propelled Their Omnichannel Growth

1. Turn body issues into marketing gold with smart naming

Maëlys Cosmetics cleverly bridges the gap between clinical credibility and playful branding through its unique product naming system. Each product carries a 'B-' prefix that directly targets specific body concerns in a way that's both memorable and search-friendly.

These names are designed to make body concerns more approachable and shareable, turning what are often sensitive topics into fun, conversation-starting language.

Backed by third-party clinical data and clear efficacy percentages, Maëlys combines playful branding with solid proof. This dual approach appeals to both the skeptic, who values the scientific backing, and the impulse buyer, drawn to the fun and relatable product names. It's a textbook example of a Maëlys cosmetics brand marketing strategy that leads with identity before product.

2. Evolve from DTC to omnichannel powerhouse

Maëlys initially built its brand on a DTC model, achieving rapid growth through its website, performance marketing, and affiliate strategies.

In 2022, Maëlys expanded into omnichannel by partnering with Ulta Beauty, marking the brand’s first step into retail.

This was followed by partnerships with Shoppers Drug Mart in Canada and Ulta Beauty at Target shop-in-shops. Retail expanded Maëlys’s reach while enhancing brand awareness.

Simultaneously, the brand embraced social commerce with TikTok Shop and Amazon, tapping into new audiences.

This strategy integrates DTC, retail, and social commerce, allowing Maëlys to serve customers across multiple touchpoints while retaining its data-driven, customer-centric focus.

3. Build the affiliate machine before TikTok Shop takes off

Maëlys entered TikTok Shop in late 2023, when most beauty brands saw TikTok as just a brand awareness tool. By 2024, they became the #1 body care brand on the platform, with $108.5M in sales from TikTok Shop's body care category (Nielsen).

The approach was simple:

• everyday creators posted authentic before-and-after videos,

This native content resonated with TikTok's algorithm and audiences, as creators shared personal transformations, not ads.

Maëlys accelerated growth with a prize-based affiliate campaign offering rewards up to $275,000, driving more content and engagement.

While TikTok Shop drives sales, Instagram serves as the cornerstone of Maëlys's brand positioning and social media presence with:

• UGC,
• influencer seedings, and
• PR unboxings.

4. Consider the different influencer marketing tiers

Maëlys’s marketing strategy is powered by a diverse range of influencers across several tiers, each contributing to different aspects of their marketing efforts.

Celebrities like Khloe Kardashian have helped bring significant attention to the brand, particularly for high-visibility campaigns that boost awareness.

Mid-tier creators contribute to conversions by creating authentic content that resonates with their audience while pushing the products directly.

Micro/nano influencers: ordinary women sharing personal stories, like their postpartum journeys or fitness transformations, form the heart of Maëlys's affiliate engine.

Their content is often the most relatable and drives the highest engagement, particularly when tied to real product results.

5. Replace the risk of buying with a $5.90 shipping charge

Maëlys changed its paid media strategy by replacing the usual "buy now" with a try before you buy ecommerce trial offer: try any full-size product for 21 days, paying just $5.90 for shipping.

This led to a 168% increase in conversion rates, a 26% rise in average order value, and 160,607 new email addresses from a single Meta campaign.

The approach includes three ad formats:

• Brand video ads: featuring the hero product GET-DREAMY Overnight Toning Whip with the promise of overnight results.
  

• Static image ads: with simple visuals and bold text like “Tone the look of your body while you sleep for just $5.90.”
  

• UGC and influencer ads: using real creators sharing personal transformations and closing with the key message: “If it doesn't work, you don’t pay.”

On TikTok, Maëlys applied the same principle in the Home & Travel Kit New Arrivals launch, using a 30% exclusive discount.

The campaign generated 800% order growth and boosted Maëlys to #2 in GMV across Personal Care—and 87% of buyers were first-time customers. —

6. Optimize your ecommerce store for your visitors

Maëlys’ marketing leverages a critical insight often overlooked by other beauty brands: customers shopping for body care focus on specific concerns, not product categories.

Whether it’s loose skin after weight loss, stretch marks, or postpartum changes, Maëlys structures its website around this consumer mindset.

The homepage directs visitors straight into one of four concern-based categories:

• Firm & Tighten
• Cellulite
• Stretch Marks
• Hydration & Barrier Repair

…eliminating the generic “Shop All” approach. This ensures that a visitor arriving from a TikTok video about postpartum skin lands directly on a tailored product selection.

The “Try Before You Buy” offer is a cornerstone of Maëlys’s conversion strategy, effectively eliminating the primary barrier to purchase in body care: “Will this work for me?”

Customers can try any eligible product for 21 days, paying only a shipping fee, with the option to return the product if it doesn’t meet expectations.

Maëlys treats its product pages as more than just a point of sale: they’re designed to increase average order value (AOV) and customer retention.

A great example is the B-Tight page, which offers both a one-time purchase option and a Subscribe & Save option right away. By showing the subscription option upfront, Maëlys encourages customers to commit to recurring orders early in the buying process.

The page includes trust signals like star ratings, clinical claims, and reviews, making customers feel confident in their purchase.

It's also important to highlight the product photos, which feature both before-and-after shots and visuals that clearly display the product's key benefits. These image types are essential for any well-designed product page today.

Additionally, Maëlys uses bundle offers with creative names like ICONS and DREAM SNATCH-ERS, tying the products to aspirational outcomes, which boosts conversions.

7. Reward loyalty with exclusive benefits

Maëlys’s Bod Squad loyalty program incentivizes repeat purchases by rewarding customers with points for each order, redeemable at checkout.

The program also offers exclusive perks, such as:

• free gifts,
• discounts, and
• early access to new products.

A standout feature of the program is the ability to combine loyalty points with promo codes, increasing the value for customers. This enhances the overall subscription experience, encouraging long-term engagement and boosting customer lifetime value (LTV).

Takeaway

Maëly's marketing strategy has successfully helped them evolve from a DTC brand to a thriving omnichannel powerhouse, blending innovation with a customer-first approach. Their unique product naming system made body care concerns relatable and shareable, while their retail partnerships with Ulta and Shoppers Drug Mart boosted brand awareness and reach.

The brand’s social commerce strategy, executed through platforms like TikTok Shop, further accelerated growth. Maëlys also capitalized on affiliate marketing and conversion strategies like Try Before You Buy, which increased conversion rates. Their Bod Squad loyalty program enhances customer retention by offering exclusive perks and rewards, driving long-term lifetime value.

With a strong focus on customer experience and strategic channel expansion, Maëlys continues to thrive, proving that innovative marketing, a strong beauty brand TikTok strategy, and customer-centric thinking lead to sustained success.