If there’s one thing I love about beauty, it’s how the right swipe of color or hint of shimmer can transform not just your look but your whole vibe. That’s why I’m so excited about the news that LAMEL, the international cosmetics brand redefining beauty on its own terms, is expanding across North America with Sally Beauty.
LAMEL has already been making waves overseas, but here in the U.S. their journey started when they won Sally Beauty’s 2023 Cultivate Accelerator Program, a platform dedicated to uplifting innovative, women-owned beauty brands. That win led to a 500-store debut — and now, the momentum is undeniable. With this new rollout, you’ll be able to find LAMEL at Sally Beauty locations across the U.S. and select stores in Canada.
Beauty with a Mission
Founder Natalia Iaromenko puts it best: “We are not just creating makeup, we are building a platform for freedom, confidence, and creativity.” LAMEL is unapologetically about more than products — it’s about empowerment. The brand’s cruelty-free, PETA-approved lineup offers versatile formulas that encourage experimentation, individuality, and a little bit of everyday magic.
From multifunctional staples to bold limited-edition collections, LAMEL gives you tools to match your makeup to your mood. And let’s be real: who doesn’t love a product that can do more than one thing? It’s chic, smart, and perfectly aligned with how we’re living now.
Sally Beauty + LAMEL: A Perfect Match
For Sally Beauty, this partnership is about more than adding another brand to their shelves. As Maryann Herskowitz, Group VP of Merchandising at Sally Beauty, explains: “LAMEL’s mission to empower self-expression is a common goal that we’re proud to champion.”
Think about it: a brand built on inclusivity and creativity joining forces with a retail giant that offers everything from professional hair care to nail art. That’s the kind of synergy that makes me want to book a shopping trip ASAP.
Why It Matters
In a world where beauty is too often about covering up, LAMEL is all about showing up. This expansion gives more of us the chance to play, explore, and redefine what beauty means on our own terms. For me, that’s the ultimate confidence boost.
With availability now spanning over 20 countries, and this bold North American expansion, LAMEL is proving that empowerment is always in style.
✨ Pro Tip: Check them out in-store at Sally Beauty or online at SallyBeauty.com and peek at LAMEL’s site for inspiration. And yes, their Instagram and TikTok feeds are exactly the kind of glam-meets-playful energy we all need on our scroll.
Lisa Radoo is a Long Island native with Trinidadian Indo roots, a passion for gardening, and a love for cooking. When she’s not exploring new destinations or tasting her way through different cuisines, she’s sharing fresh takes on Food & Drink, Tourism, and Lifestyle for OMG Culture.
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