Maëlys Cosmetics' aggressive Meta paid social and B-FLAT belly firming gel drove 100%+ DTC growth with direct before/after body transformation creative.
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See all ads on AdLibrary →Maëlys Cosmetics is a New York DTC body-care brand founded in 2017 specializing in body-firming and sculpting products targeting specific areas (belly, butt, thighs). The B-FLAT belly firming gel is the brand's hero product. Aggressive Meta and influencer paid social drove 100%+ DTC growth in 2024. Available at Sephora, Amazon, and DTC. Also searched as Maëlys.
Maëlys runs one of the most direct-response-oriented paid social programs in body care. Ad creative leads with specific body-area transformation claims (belly flatness, butt lift, thigh firmness) and before/after photography that is more explicit than most beauty brands are comfortable showing. The brand's willingness to target body insecurities directly—a category most premium brands have moved away from—captures a large audience underserved by more aspirational competitors. Meta and TikTok paid spend is substantial. See current ad creative at AdLibrary.
Facebook is Maëlys' primary paid channel, with direct-response before/after transformation creative and specific body-area targeting. TikTok influencer content featuring product application on target body areas drives top-of-funnel. Sephora retail placement adds legitimacy proof points to conversion creative. The brand tests high creative volumes across multiple body concern segments (belly, butt, stretch marks, cellulite) to optimize by concern.
Copy themes: (1) specific body area targeting with direct transformation language; (2) active ingredient callouts (caffeine, retinol, hyaluronic acid) signaling efficacy above drugstore alternatives; (3) visible before/after results with transformation timeframe; (4) social proof from Sephora ratings and community transformation galleries. Tone is direct, aspirational, and results-focused—less apologetic about body transformation goals than premium wellness-adjacent competitors.
Maëlys demonstrates that while premium beauty has largely moved away from body-insecurity messaging, there remains a large and profitable audience that responds to direct transformation creative. The brand succeeds by serving this audience without hedging—where competitors soften body-change messaging with empowerment language, Maëlys shows before/after results directly. The lesson: identifying an audience that the rest of a category has left behind for brand positioning reasons can create significant addressable market opportunity.
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