Jamie Matusow, Editor-in-Chief06.17.21
She turned lemons into deodorant just a couple of years ago. Now, Holly Eve, founder of Madame Lemy, a fast-growing luxury body care company, has partnered with leading beauty developer and manufacturer, Bentley Laboratories, to manufacture their products.
The Hut Group recently acquired Bentley Laboratories—which works with 120 renowned beauty brands—for $255 million. Half of the company’s customers are emerging labels and 35% of the formulas meet clean standards.
Madame Lemy launched in 2018, filling a white space in personal care with their all-natural, sustainable and high-end packaged deodorant and body powder products. The brand initially sold their products at the Malibu Farmers Market and online. Shortly after, Madame Lemy was available at Anthropologie, Urban Outfitters, Macy’s and Hyatt Spas—and other large retail partnerships are set to launch soon.
The new partnership with Bentley Laboratories will allow Madame Lemy to scale both their D2C and B2B channels with their current portfolio of products and new beauty launches in development.
Holly Eve tells Beauty Packaging: “I started Madame Lemy five years ago out of my small New York City kitchen with no chemistry or business background. I’m proud of how quickly it’s grown and continues to evolve. Our customers love the natural, effective formula and its packaging, which was inspired by the 1920s and my grandmother, Estelle, who always had decadent powder boxes on her vanity. Women tell us it makes them nostalgic for when their mother or grandmother used to powder them after a bath or watch their mom powder herself with a big pouf. I didn’t invent the concept; I just brought it back to life and paid close attention to the details.”
Eve says that the Bentley partnership puts Madame Lemy on the trajectory to become a multimillion-dollar company by 2022.
WATCH THE VIDEO: Eve shares details on the products and packaging
The Hut Group recently acquired Bentley Laboratories—which works with 120 renowned beauty brands—for $255 million. Half of the company’s customers are emerging labels and 35% of the formulas meet clean standards.
Madame Lemy launched in 2018, filling a white space in personal care with their all-natural, sustainable and high-end packaged deodorant and body powder products. The brand initially sold their products at the Malibu Farmers Market and online. Shortly after, Madame Lemy was available at Anthropologie, Urban Outfitters, Macy’s and Hyatt Spas—and other large retail partnerships are set to launch soon.
The new partnership with Bentley Laboratories will allow Madame Lemy to scale both their D2C and B2B channels with their current portfolio of products and new beauty launches in development.
Holly Eve tells Beauty Packaging: “I started Madame Lemy five years ago out of my small New York City kitchen with no chemistry or business background. I’m proud of how quickly it’s grown and continues to evolve. Our customers love the natural, effective formula and its packaging, which was inspired by the 1920s and my grandmother, Estelle, who always had decadent powder boxes on her vanity. Women tell us it makes them nostalgic for when their mother or grandmother used to powder them after a bath or watch their mom powder herself with a big pouf. I didn’t invent the concept; I just brought it back to life and paid close attention to the details.”
Eve says that the Bentley partnership puts Madame Lemy on the trajectory to become a multimillion-dollar company by 2022.
WATCH THE VIDEO: Eve shares details on the products and packaging
