This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Ten years ago, while working as a full-time ICU nurse in Houston and Nashville, Mary Lawless Lee started her blog, Happily Grey, on the side. Before she knew it, Happily Grey became a full-time focus. Happily Grey started out with fashion and travel content, but as Lee changed, so did her blog. Now, Lee writes about everything from family to food to interior style. Inspired by her own journey in motherhood, Lee founded her mother- and baby-care-focused brand, Nēmah. The brand’s focus is clean and effective pregnancy and postpartum skin-care solutions for issues including stretch marks and scarring. Another main element of Nēmah is the community it fosters; mothers can share their diverse pregnancy and motherhood experiences with each other through the brand’s platform.
Who: Mary Lawless Lee (Nemah)
Platform: Instagram
What are you known for & how did you get your start?
Ten years ago, I was working as a full-time ICU nurse in Houston and Nashville and started my blog, Happily Grey, on the side. It began as a creative outlet for me to escape the stress of the hospital and, over time, it grew into a full-time job. Initially, my focus was fashion and travel — two things that completely fill my heart. But over the years, it has grown and changed with my life. Interiors, family, food, lifestyle — all of these things began integrating themselves into the brand. Before I knew it, it had formed into a full-blown digital community. As my brand and my career have evolved, so have my personal life and relationships. My absolute favorite and most important job is, and will always be, the role of being a mom. I’ve experienced a lot of life’s biggest moments alongside my readers and many of them are also on this intense and amazing journey of motherhood. This beautiful road inspired Nēmah, a mom and baby care-focused line, which is the newest arm of Happily Grey.
What’s the brand: Skin care for mothers and their families.
Find it: www.nemah.com
Why did you decide to bring a brand into this crowded marketplace?
Because I couldn’t find what I needed, and neither could my readers. Motherhood has changed so much in the last few decades, and when it comes to the products millennials and new moms are using during pregnancy and on their babies, they are not willing to scale down their expectations. There are plenty of brands in beauty and skin care that evoke emotion from the customer, but there are hardly any in the mom and baby space. So we created what we couldn’t find: clean, rigorously tested, effective formulas that are artfully designed and use the highest percentage possible of plant-derived ingredients. We believe families deserve uncompromised skin care that is both elevated and attainable while driving real results.
Ad position: web_incontent_pos1
What makes the brand different?
We are unwavering in our commitment to support women throughout every phase of their motherhood journey. Our products elevate the concept of self-care and we’ve built a community that finds strength and joy in vulnerability. The road to motherhood is hard and everyone’s story is different. Having a community of women to support and encourage you, to help you feel like you’re not alone, to hear your story, and to share theirs, is crucial. That is why we’ve created a “journals” blog section on our website, which addresses the complexities of pregnancy, wellness, postpartum, breastfeeding and more. Our one-of-a-kind formulas are clinically proven and our packaging is artfully designed, but we are also so proud to build a community alongside this collection.
Best Seller: Revitalizing Stretch Mark Cream
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