Actress and director Melanie Mayron has gone from “thirtysomething” to a fiftysomething mother of two and, along the way, created a natural baby personal care brand with her pharmaceutical chemist father that’s entering upscale beauty specialty, children’s and natural food stores.
Mayron began to conceptualize Mayron’s Goods about 14 years ago as she contemplated motherhood after her “thirtysomething” role as Melissa Steadman, a photographer searching for love, ended with the series in 1991. A believer in natural products even when they weren’t widely available for babies, Mayron enlisted her father, David Mayron, a veteran of the predecessor to GlaxoSmithKline who established his namesake lab in 1988, to formulate a gentle barrier and diaper cream without dyes, parabens or artificial fragrances.
“It’s light and it does the trick,” said Mayron of her father’s barrier and diaper cream concoction.
Between the completion of the cream and Mayron’s Goods’ retail debut, life interrupted. Mayron was busy raising her kids, directing for film and television, including episodes of HBO’s “In Treatment” and Paramount Famous Productions’ “Mean Girls 2,” and cobbling together the $200,000 needed to get the brand off the ground. In the meantime, natural baby personal care products from the likes of California Baby, Erbaviva, Burt’s Bees, Weleda and more flooded the market.
Mayron considered terminating Mayron’s Goods, but ultimately decided to charge ahead based on the conviction that the brand could find an audience despite the natural baby personal care crowds. “I was a good customer for all those brands. I know what they do, and I thought, I want to do it a little better. Maybe people want something new. I knew I had the best diaper cream,” she said.
It doesn’t hurt that Mayron has Hollywood ties. Rosie O’Donnell mentioned the barrier and diaper cream on her television talk show long before it was retail ready. And Mayron still gets recognized for playing Steadman.
The old school-meets-modern look of Mayron’s Goods also differentiates it from the competition.
“Mel’s aesthetic reminds me a lot of great brands I’ve seen in the past,” said David Pirrotta, the owner of David Pirrotta Brand Management Inc., who formerly dealt with sales at Sharps Barber and Shop, The Art of Shaving and Red Flower, and is helping to grow Mayron’s Goods’ distribution. “When I saw it, I thought it could have a great cult following.”
The line’s newest items include a $14 massage and body oil, $14 body milk and $14 Chapstuff for lips and cheeks in addition to the $11.95 barrier and diaper cream.
Although the barrier and diaper cream has been at stores such as Marie Mason Apothecary and Beauty Collection in the Los Angeles area for about a year, the new products are launching for fall-holiday. Mayron and Pirrotta estimate the products will be in 60 to 100 doors within the next year, and the brand could generate $250,000 in retail sales.
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