LAMEL is this year's winner of Sally Beauty's Cultivate Accelerator Program, an accelerator...

LAMEL is this year's winner of Sally Beauty's Cultivate Accelerator Program, an accelerator program that brings business plans and visions to life by providing support.

Photo: Sally Beauty

Sally Beauty has announced the winner of its 2023 Cultivate Accelerator Program — Ukrainian-born brand LAMEL Makeup. Since 2018, Cultivate has focused on supporting entrepreneurs in the beauty community.

This year, Sally Beauty partnered with 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.

Through the Cultivate Accelerator Program, Sally Beauty confronts entrepreneurs' need for support by offering resources so new brands can successfully break into the beauty industry and bring their business plans to life. For LAMEL Makeup, this means access to the retailer’s store footprint and e-commerce platforms to grow and scale their business in the U.S.

The cosmetics brand recently faced challenges, including losing its warehouse due to the war in Ukraine; however, the company has remained agile, working with partners in Europe and now the U.S. LAMEL Makeup serves beauty enthusiasts of all ages and backgrounds by offering a variety of multifunctional, affordable, cruelty-free makeup products. Its Tinted Lip Plumping Oil and Ultra Creamy Long-Lasting Eye and Lip Liners are some of the items that will be added to Sally Beauty’s shelves next Spring. 

“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. We look forward to working with Natalia Iaromenko at LAMEL Makeup to support the brand’s growth in the U.S. while providing our consumers with quality, versatile cosmetics.” 

— Maryann Herskowitz, Group Vice President of Merchandising at Sally Beauty

Natalia Iaromenko founded LAMEL Makeup in 2012. “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 U.S.,” shared Iaromenko. “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 so they can reach Sally Beauty’s loyal consumer base in the U.S. Additionally, LAMEL Makeup will be guided through a 12-month mentorship program with Sally Beauty Holdings executives, ensuring they are set up for success. Consumers will be able to shop LAMEL Makeup in select Sally Beauty stores and on in Spring of 2024. 

To learn more about the 2023 Cultivate Accelerator Program winner, LAMEL Makeup, visit

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