Natalia began her journey in the cosmetic industry during her student years. Understanding the importance of self-confidence and aspiring to transform the beauty industry, in 2012 Natalia founded LAMEL – an empowering makeup brand. Together with a team based in the main office in Ukraine, Natalia managed not only to conquer the Ukrainian market but also to make the brand known worldwide. After a warehouse with the products near Kyiv had been destroyed, Natalia embarked on a journey from scratch, starting the conquest of Europe, America, and the Middle East. Now, LAMEL inspires girls and boys in 20 countries around the world.