Founded in 2012 by Julius Salerno and Nikki Eslami, Simi Valley, California– based Bellami bought two color cosmetics brands last month: Mirabella Beauty and Lipland.
“With the acquisitions of Mirabella and Lipland, Bellami now offers a full suite of beauty products including cutting-edge and professional cosmetic lines,” boasts the company in a media release.
Bellami is known for its success in the digital influencer space. Without abandoning its social media (YouTube, Instagram, etc.) roots, the company is set to grow in new directions.
Mirabella beauty was previously owned by John Maly. Now, Maly is the CEO of Bellami, overseeing the company’s business for all brands. His personal care industry experience includes having served 18 years as president of Mally’s, a west coast hair product distribution business that was sold to L’Oréal in 2007 and integrated into that company’s Salon Centric platform.
Michael Zemetra, previously CFO with Global Eagle Entertainment (an in-flight media and entertainment company), has been hired by Bellami as both CFO and CIO.
“We are very excited to have John and Mike join the Bellami team,” says Salerno, in a Bellami press release. “John is the perfect leader and culture fit to manage the next stage of product and growth at Bellami…and the combination of John and Mike's experience in managing and scaling businesses will be a catalyst in Bellami's pursuit of becoming one of the leading beauty brands in the world.”
Salerno is now chairman and chief marketing officer of the company. And, Eslami is Bellami’s chief creative office.
Bellami has plans to change and grow the company that range from product formulation to retail. “Bellami's digital growth over the past two years is extraordinary,” acknowledges Zemetra. “Over the near term, we will be investing in and building out world-class processes, systems and controls, which in turn will allow us expand and grow into new markets and channels more rapidly.”
With the acquisitions of Mirabella and Lipland comes new opportunities for distribution and new expertise: “We now have a team of top chemists to formulate products to exceed the desires of our fashion forward customers,” Eslami tells the press. And the company has plans to grow its brick-and-mortar retail presence too. There is one Bellami Beauty Bar in West Hollywood, California now. And at least 10 new stores—in New York, Los Angeles, and beyond—are set to open in 2017.