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Join hosts Matt Bertulli and Jason Panzer to experience the journey of Yariv Citron, Co-Founder & CMO of MAËLYS. After leaving law school, Yariv faced the crushing decision to shut down his first business. He emerged resilient, venturing into the fiercely competitive beauty industry with a bold vision to break the feed and redefine body care.
Born from a hero product, the Booty Lift and Firm Mask, Yariv and his co-founders took a daring leap, securing personal loans to fund their dream and launch MAËLYS with a mega-influencer campaign centered on Khloe Kardashian. This bold move not only expanded their audience but also solidified MAËLYS as a brand that challenges norms and empowers women with innovative, clinically proven solutions.
Today, the company is on track to achieve $150-200 million in annual revenue while maintaining profitability. Discover how personal setbacks became the foundation for extraordinary success, and learn the tactics behind MAËLYS’ rapid growth. This episode is essential listening for anyone looking to understand the grit, innovation, and determination required to build a disruptive brand.
00:00 No Plan B: Full Commitment
02:00 Gambling It All: The Startup Bet
05:00 Early Failures and Learning
09:00 The Law School Pivot
13:00 Affiliate Roots & Marketing Beginnings
18:00 Founding BeatleMania: Chaos to Closure
23:00 The Khloe Deal
28:00 Product Market Fit: Beauty & Body Care Breakthrough
34:00 Disrupting Retail: Ulta & Omnichannel
40:00 Brand Building: Marketing Mix Evolution
53:00 Leadership & Strategic Growth
1:19:30 Titan's 10: Rapid Fire Insights
Operators Titans E006: MAËLYS (With Co-Founder & CMO Yariv Citron)
