Maapilim is a Tel Aviv-founded gender-neutral grooming brand built on Mediterranean botanicals, with a compelling origin story and a growing North American cult following.
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See all ads on AdLibrary →Maapilim was founded in Tel Aviv in 2015 by husbands Jonathan and Doron Keren, building a gender-neutral grooming brand around Mediterranean botanical ingredients, named after Jewish post-Holocaust refugees, with a $4M Series A and a growing North American DTC presence.
Maapilim's advertising leads with ingredient story and brand heritage rather than product features — the Mediterranean botanical sourcing and the brand name's historical meaning give the brand a narrative depth rare in men's grooming. DTC conversion ads on Meta target the US and UK premium grooming segment. Browse Maapilim ads on AdLibrary for their current creative.
Instagram is the primary channel, with minimalist product photography and brand story content that performs well with the brand's 25-40 urban professional target. Facebook retargeting drives subscription-kit conversion. The brand's New York popup generated earned media that amplified paid campaigns.
Core themes: Mediterranean botanicals, gender-neutral grooming philosophy, the Maapilim historical name story, cruelty-free and natural ingredients, and premium grooming as an act of self-respect. Minimalist, editorial aesthetic is consistent across all creative.
Maapilim shows that premium grooming brands can out-compete larger competitors through story depth rather than media spend. Their historical brand name creates conversation-starting content that performance-only brands cannot replicate. The gender-neutral positioning also expands their addressable audience significantly beyond traditional men's grooming.
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