Venture and equity investment firm Norwest has taken a minority stake in Maëlys, a fast-growing, online direct-to-consumer (DTC) body care brand known for its innovative and inclusive body care products.

Founded in 2017 with the mission to deliver innovative ways “to solve real problems for real women,” 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.

Using data tools and capabilities to enhance customer personalization and experience, the brand has helped redefine the traditional body care market with an ever expanding range of body focused products. The brand has built a loyal and global customer base of women, and is a favorite among young mothers and millennials.

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. Sonya Brown, Norwest General Partner, will join Maëlys’ Board of Directors.

The investment will support Maëlys’ international growth, help scale operations to meet increasing consumer demand, launch new products and expand the team globally.