By Natalia Iaromenko
Growing up in a small military town near Kyiv, Ukraine, Natalia was inspired by seeing the girls bravely taking on the challenges of city life. She soon realized the importance of confidence in conquering the world.
Driven by a global vision and a passion for transforming the beauty industry, Natalia recognized the need for innovative, exceptional beauty products that could be accessible to everyone. This vision led to the birth of LAMEL Makeup — an international brand of empowering cosmetics.
Create.
Collaborate.
Cultivate.
Planting seeds of opportunity for entrepreneurs in beauty
What is Cultivate?
A game changer for beauty entrepreneurs, Cultivate is an accelerator program that brings business plans and visions to life by providing support.
You are eligible if
You are a founder or co-founder of a line of products in the professional beauty industry (hair colour, hair care, hair accessories, cosmetics, skincare, or nails)
Your products are past the development stage and ready for distribution
You have an established brand presence and proof of traction in the market
Applications are now closed.
Finalists will receive:
4-week virtual session
to help build your knowledge & prepare you for brick-and-mortar business
Perfect pitch
for a chance to achieve online & potentially in-store distribution
Winner will receive:
$15k
to be used at your discretion to elevate your business
Distribution
to sell your products in-store and online
Brand cultivation
through a transformative 12-month mentorship
Frequently Asked Questions
Who is eligible to apply?
Early-stage, small-business innovators and entrepreneurs with the desire to grow in a brick-and-mortar retailer. Here are the requirements:
- Business certification to operate in the United States
- Product(s) aligned with the following beauty categories: hair care, hair colour, tools, and nails
- An existing company website and social media presence
- Product(s) NOT distributed by a major retailer
- Age 18+ at time of entry
What does the selection criteria look like?
During the application process, our internal team will review all applicants and determine if your business is suitable to operate on a scale to be distributed at Sally Beauty and Cosmo Prof. We will also evaluate your brand's uniqueness and other elements that will fit within an evolving market.
What is the Virtual Pitch Perfect Capstone Event?
All finalists will have the opportunity to pitch their brand to the SBH Senior Leadership Team for a chance to win in-store and online distribution.
Are there are any costs associated with entry or participation?
There is no cost to participate in this program. We do offer funding to those who are selected.
After I complete the 12-month program, what happens next?
Merchandising will continue to monitor your products and inform you of the necessary adjustments to meet business plans in order to maintain a long-term partnership with Sally Beauty & Cosmo Prof.
Our Legacy
Learn about our 2022 Cultivate winners!
BY JASMINE SHAMBERGER
An elevated & modernized press-on nail experience that has taken social media by storm
Learn More
BY WHITNEY EADDY
Scientifically formulated, luxury-level products designed to ensure healthy hair growth through moisture & nutrients
Learn More
Brand Story
Uninspired by the lack of innovation in the press-on nail space, Jasmine Shamberger created LUXXI to elevate and modernize the press-on nail experience. Launched in June 2020, LUXXI has taken the nail industry by storm. LUXXI products provide consumers with on-trend nail designs without the hassle, cost and time of going to the salon. The ultradurable press-on nails are 100% vegan and cruelty-free, and they are just as easy to remove as they are to apply. In under 10 minutes, you can achieve a salon-quality manicure at home, for a fraction of the cost. And, they will not damage your natural nails, which makes them the perfect alternative to gels and acrylics.
Brand Story
Whitney Eaddy has made it her mission to develop luxury hair care that is scientifically formulated and solution-based. She was a “product junkie” for years. However, she couldn't find a consistent product line that alleviated dryness and helped with lack of manageability and length retention. She decided she wanted to close this gap for herself and so many others. Over the years, she has aimed to develop a hair care line that ensures healthy hair growth. Juices & Botanics uses a proprietary process involving lightweight humectants, natural proteins, silk amino acids and crucial vitamins to penetrate the hair fiber which improves the absorption of water and nutrients. The result is hair that can naturally hold, and ultimately retain, moisture and length, creating the optimal environment for healthy growth.
We are proud to partner with so many talented entrepreneurs and cutting-edge brands to help change the world of beauty
Meet All Cultivate Alumni