Mary Lawless Lee launches skin care brand Nemah: exclusive details – WWD


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Mary Lawless Lee turns to motherhood for her latest business venture.

The influencer, who is the originator of Nashville’s Happily Gray website, brand and store and a mother of two, this week launched her new business called NÄ“mah, a skin care brand focused on pregnant women. The brand has been in the works for two years and was launched with two products: a scar repair treatment at $ 28 and a revitalizing stretch mark cream at $ 34. Lee and her husband Madison Lee co-founded the brand.

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

Lee said the products were finalized a year ago, but she waited for the brand to launch in order to develop the community aspect of NÄ“mah, which as a mother was an essential part for her to offer with the products. .

NÄ“mah’s website has a Journal tab where clients can read entries from real mothers from across the country on their journey to motherhood. The blog posts are divided into five sections – Baby, Pregnancy, Wellness, Postpartum, and Breastfeeding – and cover topics such as managing a baby’s sleep schedules, getting a doula, and management of morning sickness.

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

NÄ“mah’s products
Photo by Cibelle Levi

NÄ“mah’s website already has several blog entries under each vertical and will continue to post new posts regularly. The brand will also launch its “The Life They Live” series early next year, which shows real mothers sharing their stories on IVF, miscarriages, postpartum and more.

As a former critical care nurse, Lee said it’s important for her to offer products that are clinically dermatologist-backed to ensure they are safe to use. NÄ“mah has a Medical Advisory Board made up of Dr Kira Mayo, dermatologist, and Dr Bob Geng, allergist and immunologist.

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

Lee also draws on his ten-year experience directing Happily Gray for NÄ“mah. The influencer has spent the past few years promoting and selling products from other brands, which has shown her what prices work and what her readers want.

“There is so much data on affiliate sales that we’ve looked at over the past decade that has been used to create product prices, feel and colors,” she said. “It’s the beauty of the last decade working to build this brand and now how can we create something beyond just marketing other brands’ products.”

While NÄ“mah’s product line is aimed at pregnant and postpartum mothers, Lee intends to expand into other categories designed for maternity and families. Its next launch will be a nipple and lip balm in the first quarter of 2022, and then a category extension to baby products, such as shampoo, lotion and shower gel, in the spring. It also aims to expand home products, such as household cleaners and detergents.

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