Empowering Cosmetics Brand LAMEL Expands Across North America with Sally Beauty

NEW YORK, Aug. 26, 2025 /PRNewswire/ -- International cosmetics brand LAMEL expands its North American presence, now available at Sally Beauty stores across the U.S. and select Canadian locations. This milestone follows a successful initial rollout in 500 Sally Beauty locations, marking a significant step forward in the brand's global journey.

This retail expansion follows LAMEL's recognition as the winner of Sally Beauty's 2023 Cultivate Accelerator Program – an initiative created to support and elevate small businesses, bringing innovation to the beauty space. The award recognition marked LAMEL's first entry into the U.S. retail market, and now, fueled by rapid growth, the brand is poised for their expanded North American availability across Sally Beauty stores.

"We are not just creating makeup, we are building a platform for freedom, confidence, and creativity," said Natalia Iaromenko, Founder of LAMEL. "Partnering with Sally Beauty has been a transformative milestone for our brand. Their commitment to uplifting emerging voices in beauty aligns perfectly with our mission. Expanding into Sally Beauty stores across the U.S. and Canada means we can now connect with even more individuals, inspire bold self-expression, and continue to redefine what beauty means today. This is a significant step, not just for LAMEL, but for everyone who believes in authenticity over conformity."

"LAMEL's mission to empower self-expression is a common goal that we're proud to champion while furthering our commitment to provide quality products to serve our customers' ever-changing needs," said Maryann Herskowitz, Group Vice President of Merchandising at Sally Beauty.

About LAMEL
Founded by entrepreneur Natalia Iaromenko, LAMEL is a women-owned brand with a bold mission: to empower self-expression through makeup, not to cover, but to inspire courage, creativity, and individuality. Known for its high-quality, innovative, and cruelty-free products, LAMEL is designed to elevate spirits, encourage experimentation, and give free rein to creativity and imagination. The brand stands out for its inclusive, multi-functional formulas, consistently introducing new products and setting trends, all without ever testing on animals.

LAMEL's product range includes limited-edition collections alongside a core assortment of multifunctional, PETA-approved items, empowering individuals to express their mood freely, using a single product in a wide variety of ways.

Now available in over 20 countries, LAMEL continues to push boundaries in the beauty industry by creating a space where everyone has a voice and the freedom to experiment.

For more information, visit LAMEL at https://lamelcosmetics.com and follow the brand on Instagram and TikTok.

LAMEL products are available at Sally Beauty stores and online at https://www.sallybeauty.com/brands/lamel/.

About Sally Beauty Holdings, Inc.
Sally Beauty Holdings, Inc., as the leader in professional hair color, sells and distributes professional beauty supplies globally through its Sally Beauty Supply and Beauty Systems Group businesses. Sally Beauty Supply stores offer up to 7,000 products for hair color, hair care, nails, and skin care through proprietary brands such as Ion®, Bondbar®, Strawberry Leopard®, Generic Value Products®, Inspired by Nature® and Silk Elements® as well as professional lines such as Wella®, Clairol®, OPI®, L'Oreal®, Wahl® and Babyliss Pro®. Beauty Systems Group stores, branded as Cosmo Prof® or Armstrong McCall® stores, along with its outside sales consultants, sell up to 8,000 professionally branded products, including Paul Mitchell®, Wella®, Matrix®, Schwarzkopf®, Kenra®, Goldwell®, Joico®, Amika® and Moroccanoil®, intended for use in salons and for resale by salons to retail consumers.

For more information about Sally Beauty Holdings, Inc., please visit sallybeautyholdings.com.

Media Contacts:
Kateryna Koshova, Brand Director
+380 96 723 71 09
[email protected]

SOURCE LAMEL