08.15.23
Sally Beauty has named the winner of its 2023 Cultivate Accelerator Program: Ukrainian-born beauty brand LAMEL Makeup.
For Lamel Makeup, the award provides it access to the retailer’s store footprint and e-commerce platforms to grow and scale its business in the US. The cosmetics brand recently faced challenges, including losing its warehouse due to the war in Ukraine. However, it has remained agile, working with partners in Europe and now the US, according to Sally Beauty.
“Partnering with Sally Beauty offers us an incredible opportunity to extend our reach to a wider, broader audience and share our unique beauty vision with individuals throughout the US,” said Natalia Iaromenko, who founded Lamel Makeup in 2012. “Sally Beauty's unparalleled industry expertise and expansive network of retail stores grant us an exceptional platform to engage with beauty enthusiasts, inspiring and empowering people through our products. We are thrilled to be under the mentorship of such a powerful team of experts, who undoubtedly will contribute to the elevation of our business.”
As the 2023 Cultivate winner, Lamel Makeup will receive $15,000 in funding along with online and in-store distribution in the US. Additionally, Lamel Makeup will be guided through a 12-month mentorship program with Sally Beauty Holdings executives, ensuring they are set up for success.
Lamel Makeup sells multifunctional, affordable, cruelty-free makeup products. Its best-selling Tinted Lip Plumping Oil and Ultra Creamy Long-Lasting Eye and Lip Liners are just two of the items that will be added to Sally Beauty’s shelves in Spring 2024.
“It’s been an honor to get to know such an incredible group of driven and motivated entrepreneurs within the beauty space through the Cultivate Accelerator Program,” said Maryann Herskowitz, group vice president of merchandising at Sally Beauty. “We look forward to working with Natalia Iaromenko at Lamel Makeup to support the brand’s growth in the US while providing our consumers with quality, versatile cosmetics.”
Sally Beauty has a history of supporting emerging entrepreneurs that have become national sensations. It was the first retail distributor for well-known brands, such as Mielle Organics, The Mane Choice and Arctic Fox, to name a few.
Last year’s Cultivate winners were Luxxi and Juices & Botanics.
For Lamel Makeup, the award provides it access to the retailer’s store footprint and e-commerce platforms to grow and scale its business in the US. The cosmetics brand recently faced challenges, including losing its warehouse due to the war in Ukraine. However, it has remained agile, working with partners in Europe and now the US, according to Sally Beauty.
“Partnering with Sally Beauty offers us an incredible opportunity to extend our reach to a wider, broader audience and share our unique beauty vision with individuals throughout the US,” said Natalia Iaromenko, who founded Lamel Makeup in 2012. “Sally Beauty's unparalleled industry expertise and expansive network of retail stores grant us an exceptional platform to engage with beauty enthusiasts, inspiring and empowering people through our products. We are thrilled to be under the mentorship of such a powerful team of experts, who undoubtedly will contribute to the elevation of our business.”
As the 2023 Cultivate winner, Lamel Makeup will receive $15,000 in funding along with online and in-store distribution in the US. Additionally, Lamel Makeup will be guided through a 12-month mentorship program with Sally Beauty Holdings executives, ensuring they are set up for success.
Lamel Makeup sells multifunctional, affordable, cruelty-free makeup products. Its best-selling Tinted Lip Plumping Oil and Ultra Creamy Long-Lasting Eye and Lip Liners are just two of the items that will be added to Sally Beauty’s shelves in Spring 2024.
“It’s been an honor to get to know such an incredible group of driven and motivated entrepreneurs within the beauty space through the Cultivate Accelerator Program,” said Maryann Herskowitz, group vice president of merchandising at Sally Beauty. “We look forward to working with Natalia Iaromenko at Lamel Makeup to support the brand’s growth in the US while providing our consumers with quality, versatile cosmetics.”
Increase in 2023 Cultivate Applicants
Since 2018, Sally Beauty’s Cultivate has focused on supporting entrepreneurs while simultaneously offering the beauty community the latest innovation across a multitude of beauty categories. This year, Sally Beauty partnered online platform RangeMe to streamline the application process and connect with a more diverse range of brands. This partnership helped drive an 85% growth in 2023 applicants, underscoring the community’s strong desire for assistance and support to achieve their endeavors, Sally Beauty said.Sally Beauty has a history of supporting emerging entrepreneurs that have become national sensations. It was the first retail distributor for well-known brands, such as Mielle Organics, The Mane Choice and Arctic Fox, to name a few.
Last year’s Cultivate winners were Luxxi and Juices & Botanics.