Mary Lawless Lee Launches Nemah Skin Care Brand: Exclusive Details – WWD

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Mary Lawless Lee is trying to motherhood for her newest enterprise enterprise.

The influencer, who’s behind the Happily Grey web site, model and Nashville retailer and a mom of two, launched her latest enterprise this week referred to as Nēmah, a skincare model specializing in pregnant moms. The model has been within the works for 2 years and launched with two merchandise: a restorative scar therapy for $28 and a revitalizing stretch mark cream for $34. Lee and her husband Madison Lee cofounded the model.

“A big part of the inspiration behind this is the conversations I’ve had in the last two years with my readers about what they’re using,” Lee mentioned. “Hearing from them and talking to them about their journeys like with IVF and miscarriages and all of these different paths to becoming a mom is definitely something we want to do a good job at highlighting.”

Lee said the merchandise had been finalized a 12 months in the past, however she waited to launch the model with a view to develop the group facet of Nēmah, which as a mom was a crucial part for her to supply together with the merchandise.

Nēmah’s web site presents a Journal tab the place clients can learn entries from precise moms from throughout the nation on their journey with motherhood. Blog posts are damaged up into 5 sections — Baby, Pregnancy, Wellness, Postpartum and Breastfeeding — and vary in matters like managing a child’s sleep schedule, getting a doula and coping with morning illness.

“It was really important because we were looking at this community aspect and we were like, we can’t just have these educational buckets, we really need a storytelling aspect because that’s a part of the community. It’s a blend of both of those things,” she mentioned. “That’s what saved me as a mom, those ‘aha’ moments of like, ‘Oh thank God I’m not alone,’ like she’s going through this, too. That is a feeling of relief and that’s what we want to cultivate.”

Mary Lawless Lee Launches Nemah Pregnancy Skin Care Brand

Nēmah’s merchandise
Photo by Cibelle Levi

The Nēmah web site already presents a number of weblog entries beneath every vertical and can proceed to publish new submissions repeatedly. The model can even launch its “The Life They Live” sequence early subsequent 12 months, which reveals actual moms sharing their tales on IVF, miscarriages, postpartum and extra matters.

As a former ICU nurse, Lee mentioned it was essential to her to supply merchandise that had been clinically backed by dermatologists to make sure they’re protected to make use of. Nēmah has a medical advisory board made up of Dr. Kira Mayo, a dermatologist, and Dr. Bob Geng, an allergist and immunologist.

“We wanted to create products [mothers] can really trust and are science-backed because coming from a nursing background, that was important for me,” she defined. “We’re in this time where influencers are launching lines and there are a lot of different things out there, so if we were going to do it, we had to do it this way. We had to spend the money and it took double the time and resources, but it is science-backed.”

Lee can also be leveraging her decade-long expertise operating Happily Grey for Nēmah. The influencer has spent the previous few years selling and promoting different manufacturers’ merchandise, which has proven her what value factors work and what her readers need.

“There’s so much data of affiliate sales that we looked at from the last decade that went into creating the price points of the products, the feel and the colors,” she mentioned. “That’s the beauty of over the last decade working to build this brand and now getting to the point of how can we create something beyond just marketing other brands’ products.”

While Nēmah’s product lineup is geared to pregnant and postpartum moms, Lee has plans to broaden to different classes made for motherhood and households. Her subsequent launch shall be a Nipple + Lip balm releasing within the first quarter of 2022 after which a class enlargement into child merchandise, equivalent to a hybrid shampoo and physique wash and a physique lotion, within the spring. She additionally has her sights on extending to residence merchandise, equivalent to family cleaners and detergents.

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