LAMEL Cosmetics Takes North America by Storm Through Sally Beauty Partnership

LAMEL Cosmetics Expands Its Reach in North America

In an exciting development for beauty enthusiasts, LAMEL, an innovative cosmetics brand known for its commitment to self-expression and creativity, has announced its expansion into North America through a partnership with Sally Beauty. This collaboration will make LAMEL products available at Sally Beauty stores across the United States and in select Canadian locations.

In August 2025, the brand successfully launched in 500 locations of Sally Beauty, a key milestone in LAMEL's journey to bring their unique makeup offerings to a broader audience. This venture is a continuation of LAMEL's commitment to empower individuals through makeup, emphasizing that its products are designed to be tools for creative self-expression rather than mere cosmetic cover-ups.

Natalia Iaromenko, the founder of LAMEL, expressed her excitement about the partnership, stating, "We are not just creating makeup; we are building a platform for freedom, confidence, and creativity. Partnering with Sally Beauty has been transformative for our brand, as their ethos aligns perfectly with our mission to inspire bold self-expression."

LAMEL's products stand out in the competitive cosmetics market due to their high quality and cruelty-free formulation. Offering multi-functional and inclusive designs, LAMEL aims to encourage consumers to express their moods and personalities freely. The brand's range includes limited-edition collections as well as staple items that cater to diverse beauty needs, all crafted without any animal testing, aligning with PETA's approval standards.

The recent expansion into Sally Beauty stores allows LAMEL to reach new customers, fostering an environment where all voices in beauty can be heard and celebrated. LAMEL has quickly garnered acclaim not only as a makeup brand but as a change agent in the beauty industry. They have created a community where innovation thrives, and consumers are encouraged to explore their individuality through cosmetics.

Further solidifying its presence in the North American market, LAMEL was recently awarded the title of winner in the 2023 Cultivate Accelerator Program by Sally Beauty. This initiative is dedicated to supporting and uplifting small businesses, creating pathways for fresh and innovative brands to make their mark in the beauty space. The award not only signifies recognition for LAMEL but also establishes the brand's credibility and potential in the U.S. retail market.

As consumers increasingly seek brands that advocate for self-expression and diversity, LAMEL is well-positioned to meet these evolving demands. The collaboration with Sally Beauty reflects the brand’s commitment to providing quality products tailored to meet the changing needs of beauty enthusiasts.

LAMEL's success story in the beauty industry is a testament to its commitment to quality, creativity, and empowerment. The brand believes in fostering connection and celebrating authenticity, ensuring that customers can find beauty products that resonate with their personal narratives. As LAMEL products become available at Sally Beauty, the potential for creativity and self-expression continues to grow, paving the way for a more inclusive beauty landscape.

For more information on LAMEL, visit their website at LAMEL Cosmetics and follow them on social media. You can also find LAMEL products at Sally Beauty online and in-store at Sally Beauty.