Most indie beauty brand founders expect at least a few obstacles thrown in their path at some point. But for Natalia Iaromenko, that obstacle was the literal destruction of the Ukraine factory where her Lamel Cosmetics were made. When a Russian military tank drove right into it in March 2022, Iaromenko’s entire six-month, multimillion-dollar inventory was destroyed, and she was forced to pivot in a huge, game-changing way. 

While others may have given up in the face of that next-level adversity, Iaromenko dug in and decided to move forward with scheduled plans to exhibit at Cosmoprof in Italy, followed by showcases in Turkey, Las Vegas, and the UAE. 

No samples to display at these shows? Not an issue. Iaromenko promptly purchased her own products from Eva, a local chain store in Ukraine. Then, she swiftly opened warehouses in Poland and the US to receive the products that were already on order from China, Italy, and Poland. 

That kind of “make it happen, no matter what” spirit is what drives Iaromenko to forge ahead in a wildly competitive industry. “I’ve always been drawn to uncertainty and new opportunities,” she says. “I thrive on taking risks and making discoveries, and that’s what I aim to bring to the world through my brands.” 

Targeted squarely at the digitally savvy, values-focused Gen Z and millennial consumer, and bearing the tagline “Empowering Make Up,” the 11-year-old Lamel brand is steeped in bright colors, high-shine textures, and trend items like All In One Lip Tinted plumping oil and Insta Glitter Bomb for face and body.

Which isn’t to say there aren’t basics in the Lamel lineup, such as the best-selling Smart Skin Serum Tinted Foundation and sold-out 16 Shades of Brown eyeshadow palette. 

The throughline? Highly accessible price points. No wonder Lamel is considered by many to be the European version of e.l.f. Cosmetics. Even the pricier items, like the limited edition Myth of Utopia Body Glimmer, clock in at well under $20. 

“Our brand is designed for Gen Z and millennials because we understand the unique values, aspirations, and challenges these generations face,” says Iaromenko. “They are more digitally connected, value authenticity, and are more conscious about sustainability and ethical practices than previous generations. Our products and branding reflect this understanding.”

From its corporate base in Miami, with a 55-person team that largely works remotely, Lamel is prepping for a fairly aggressive move into the US this year, which will bring the brand’s total country count to 21. 

“Our dominant market is Europe, with a significant presence in countries such as Spain, Portugal, Italy, France, and Germany,” Iaromenko notes. “Additionally, we have strong positions in India and Thailand. Our recent launch in Poland introduced us to 1,956 Rossmann stores, further solidifying our European foothold.”

For its initial stateside push, Iaromenko has landed on an intriguing first retailer for Lamel: Sally Beauty. 

“Choosing Sally Beauty for our brand’s US penetration was a deliberate and strategic decision,” she says. “Sally Beauty is one of the leading players in the American cosmetics market, and it has built a commendable reputation, particularly in products for hair, skin, and nail polishes.”

At the same time, there’s a sizable white space at Sally Beauty that Lamel can help fill: trend-driven makeup. “When it comes to decorative cosmetics, we believe that our brand can drive significant growth in this segment,” Iaromenko notes. “Our aim is to bolster the offerings in this category by attracting the active Gen Z audience.”

While she’s “honored” and excited by the Sally Beauty alliance, Iaromenko says it’s only one facet of Lamel’s plans for the US, and is an add-on to Amazon and Flip—platforms on which the brand is already available. She’s currently in discussions with other major US retail chains, including Target, CVS, and Walgreen's, and expects to add Canada to the mix in 2023. “As we expand, our dedication to strengthening our US presence and exploring other global markets remains unwavering.” 

Also unwavering is Iaromenko’s tenacity, even as Lamel has faced significant recent financial hardship.

In 2021, the brand ended the year with a revenue of roughly $20 million and had set an admittedly ambitious goal of $36 million for 2022. Then, due to the attack on its factory and the outbreak of full-scale war, that target obviously wasn't reached, and the revenue projection for 2023 has dropped to just over $10 million. 

Despite all that, Iaromenko sees blues skies on the horizon. “Looking ahead,” she says, “we are optimistic and aim to double this figure, targeting a revenue of $20 million for 2024.” 

Whatever happens on the financial front, there’s no way Iaromenko would even consider not putting brands into the world. 

“I’ve always felt that while some people have the talent to draw or sing, my true calling is entrepreneurship,” she says. “It’s not just a job for me. It’s how I express myself.”