Mary Lawless Lee is looking to be the mother of her latest business venture.
NS influential people, the man behind the website Happily Gray, the brand and Nashville Store and a mother of two, launched their latest project this week called Nēmah, a skin care brand focused on pregnant mothers. The brand has been in business for two years and hit the market with two products: a scar repair treatment for $28 and a stretch mark repair cream for $34. Lee and her husband Madison Lee co-founded the brand.
“A big part of the inspiration behind this has been the conversations I’ve had over the past two years with my readers about what they’re using,” Lee said. “Hearing from them and talking to them about their journeys like IVF and miscarriage and all the different paths to becoming a mother was definitely something that we wanted to highlight.”
The products were perfected a year ago, Lee said, but she waited to launch the brand to develop the community side of Nēmah, which, as a mother, is an important ingredient. for her to deliver along with the products.
Nēmah’s website offers a Diary tab, where customers can read entries from actual mothers around the country about their motherhood journey. The blog posts are divided into five sections – Baby, Pregnancy, Health, Postpartum and Breastfeeding – and cover topics such as managing a baby’s sleep schedule, doula exercises, and coping with illness morning sickness.
“That’s really important because we’re looking at this community aspect and we thought, we can’t just have these educational groups, we really need a storytelling aspect because that’s what we’re going to do. part of the community. It’s a mix of both of those things,” she said. “That’s what has saved me as a mother, ‘aha’ moments like ‘Oh thank God, I’m not alone,’ it’s like she’s going through this too. It’s a feeling of relief and that’s what we want to cultivate.”
The Nēmah website already offers several blog entries by vertical and will continue to post new articles regularly. The brand will also launch a series of “The Life They Live” early next year, in which real moms share their stories about IVF, miscarriage, postpartum and a variety of topics is different.
As a former ICU nurse, Lee says it’s important for her to offer clinically dermatologist-backed products to make sure they’re safe to use. Nēmah has a medical advisory board that includes Dr. Kira Mayo, a dermatologist, and Dr. Bob Geng, an allergist and immunologist.
“We want to make products [mothers] being able to really trust and be backed by science because I come from a nursing background, which is very important to me,” she explains. “We’re in a time where influencers are launching lines and there’s a lot of different things out there, so if we’re going to do it, we have to do it this way. It took us twice as much money and resources, but it’s backed by science.”
Lee is also leveraging his decades of experience running Happily Gray for Nēmah. NS influential people has spent the past few years promoting and selling other brands’ products, which has shown her the right price point and what her readers want.
“There was a lot of affiliate sales data that we looked at over the last decade to generate product prices, feel and colors,” she says. “That is beauty, beauty for over a decade have been working on building this brand and now coming to the point of how can we create something other than just marketing the products of other brands”.
While Nēmah’s product line is geared towards pregnant and postpartum moms, Lee plans to expand into other categories devoted to motherhood and family. Her next launch will be a lip balm and nipple cream to be released in the first quarter of 2022 and then expand the category to baby products, such as shampoo, lotion and shower gel in the spring. She also aims to expand into household products, such as household cleaners and detergents.
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https://wwd.com/fashion-news/fashion-scoops/mary-lawless-lee-nemah-brand-details-1234999613/ Mary Lawless Lee Launches Nemah Skin Care Brand: Exclusive Details – WWD