LAMEL is a global beauty brand making high-performance cosmetics — designed by women, for women who want quality and simplicity in equal measure.
Founded in 2012 by Natalia Iaromenko as part of Beauty Tech Corp, LAMEL has grown into a brand trusted across 26 countries — with a portfolio of over 300 PETA-approved products, from everyday essentials to considered collections.
We make cosmetics that are easy to use, built to last through a full day, and priced so you don't have to think twice about reaching for them.
LAMEL product categories
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Face
From flawless bases to glow-enhancing finishes, including our hero product, Water Jelly Blush. -
Lips
A spectrum of shades, from everyday nudes to bold statements, led by our bestselling lip pencils. -
Eyes & Brows
Precision tools and high-impact formulas, including the Cult Lift & Glow Mascara.
Our Mission & Vision
At LAMEL, we design for the woman who has a full life: career, home, relationships, and everything that doesn't fit neatly into a schedule.
In that context, beauty isn't about perfection or keeping up with trends. It's a practical tool — the last step before you walk out the door feeling collected and ready. That's what we build for: reliable cosmetics that work every day, not just on good ones.
Our goal is simple: beauty that fits into real life without demanding anything extra from it.
What we stand for
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Empowering Women's Voices
Through our platform, we support and amplify voices that deserve to be heard. -
Heart & Impact
We believe brands should actively participate in the world around them. From supporting humanitarian initiatives and partnering with UAnimals to collaborating with the Ivan Franko National Theater, we stay connected to culture and community. -
Cruelty-Free by Default
All LAMEL products are PETA-approved and never tested on animals.
LAMEL representation
LAMEL is available online and in-store across 20+ markets in Europe, North America, and MENA, with distribution through leading retailers and platforms such as Sally Beauty, Amazon, Douglas, and Target.