Hi everyone,
My name is Brad, and I oversee manufacturing here at Maelove. I also happen to be Jackie’s husband - Jackie being our CEO and founder.
This year, Jackie asked me to write our year-end letter so this might look a little different than our previous letters.
Jackie and I started Maelove in 2017, got married in 2019, and have been navigating the highs and lows of life and business together ever since.
My role is to geek out over topics like manufacturing, supply chain, and logistics to bring Jackie’s vision for Maelove to life.
What we did (and why)
In 2024, we rolled out two major projects.
1. New peptide-based products: Peptide Squad serum and Hydro Relief cream
Peptides have become a “hot” ingredient in skincare, but reliable, clear information on how they work isn’t always easy to find.
In short, certain peptides are good for anti-aging and hydration, and that’s the foundation of our two new products: Peptide Squad serum and Hydro Relief cream.
Both formulas were complex to develop and manufacture, but your response has been incredible (thank you!). These products have become viral hits, with over half of returning customer orders now including at least one of them.
Hydro Relief cream, in particular, has become a winter favorite, helping customers address dryness while keeping skin moisturized.
2. More for less: Jackie’s Family Circle Subscription Program
Our biggest project of 2024 was launching Jackie’s Family Circle, a subscription program designed to make our products as affordable and accessible as possible. Jackie’s mission has always been to bring high-quality skincare to more people, and this was a big step in that direction.
I’ll admit, Jackie and I initially resisted subscriptions. We’ve both had frustrating experiences with various online brands with hard-to-cancel subscriptions that felt like traps. But, Jackie really wanted to figure out a way to make subscriptions work because that was a top request each year from you, our Maelove family.
After months of careful planning, we realized that subscriptions could work differently. And by forecasting customer demand more accurately through subscriptions, we can plan farther out in time, negotiate better terms with suppliers, secure higher-quality materials, and pass those savings to you.
More than 5,500 of you have already joined Family Circle. If you’re one of them, thank you! If not, I’d love for you to consider it. It’s flexible and easy to manage - you can postpone deliveries or cancel anytime (I might be biased, but I think it's even simpler to use than Amazon).
We even tested it with friends and family for over ten months before rolling it out to ensure it aligned with the values Jackie and I hold dear to our hearts.
What keeps us grounded
At Maelove, Jackie and I live by a simple north star: Make and sell quality products we can proudly recommend to our own family and friends.
When we started, over half of our first 100 orders were from my mom’s church friends. Eight years and over a million orders later, we still treat every shipment with the same care and attention.
The product you receive is the same product my own family uses, and as head of manufacturing, I obsess over upholding that high standard.
Here’s a photo of my mom (she’s looking great at 79 while undergoing recovery!). Her support, along with the trust of her friends, gave me the confidence to start Maelove with Jackie, and that early lesson - to treat every customer like family - continues to guide us today.
What we dream about
In 2023, Jackie and I became first-time parents to our daughter, Beverly. Becoming parents has deepened our long-term perspective. We want to run this business the right way: patiently, thoughtfully, and with good values that put people first.
We’ll continue to prioritize quality over shortcuts and treat our customers the way we’d treat our own family. Our dream is to build Maelove into a brand Beverly can one day feel proud of—and maybe even take over.
From our family to yours, thank you for your continued love and support. You’ve been with us through every high and low, we couldn’t do this without you, and we appreciate you.
Wishing you and your loved ones a happy, healthy New Year.
With love,
Jackie, Brad, and Beverly
Owners, Maelove
