-- Marinela Makeup and FasterCapital today announced a strategic partnership through FasterCapital’s EquityPilot program to accelerate Marinela’s launch and scale in North America and beyond. The collaboration pairs Marinela’s vegan, cruelty-free cosmetic line with FasterCapital’s mentoring, product development and fundraising resources to capture growing demand for ethical, affordable beauty products.
Market opportunity & problem statement
The global vegan cosmetics market—estimated at $17.39 billion in 2022 and projected to reach roughly $24 billion by 2028—is driven by rising consumer concern over animal testing, synthetic ingredients and environmental impact. Traditional makeup often contains animal-derived ingredients and is tested on animals, leaving a gap for affordable, high-quality vegan alternatives. Marinela targets girls and women 12–35, ethical consumers and eco-conscious buyers seeking inclusive shade ranges and accessible pricing in a market dominated by premium niche brands.
Startup solution & differentiation
Marinela Makeup offers an accessible range of vegan, cruelty-free products—foundations, concealers, eyeshadows, lipsticks and more—formulated for long wear, skin safety and broad shade inclusivity. Differentiators include ethically sourced Canadian ingredients, environmentally friendly packaging and an economy pricing strategy to broaden market adoption. Early validation includes product samples slated for trade shows, a planned Amazon storefront, and direct-to-consumer sales via www.marinelamakeup.com. Marinela’s family-led founding team blends social-impact mission with youthful brand authenticity, creating a compelling position against higher-priced indie competitors and mainstream brands that lack full vegan credentials.
FasterCapital partnership value
Selected for FasterCapital’s EquityPilot program, Marinela will receive hands-on mentorship, technical product development support, e-commerce and Amazon optimization, PR and go-to-market planning, and investor introductions via FasterCapital’s global network (www.fastercapital.com). The EquityPilot selection reflects FasterCapital’s rigorous criteria—market potential, team capability and defensible positioning—providing validation for investors and retail partners. The partnership targets a 6–12 month acceleration timeline for product-market fit, sales channel launches and an initial $150,000 fundraising round to scale production and marketing.
Executive quotes
“Hesham Zreik”: “Marinela represents the next wave of ethical, mass-market beauty—combining strong mission, product focus and a clear route to customers. FasterCapital backs startups that can scale globally and create category disruption; Marinela meets that bar,” said Hesham Zreik, investment lead and EquityPilot program champion.
Marinela Kubanowski, CEO of Marinela Makeup, said: “Our mission is to make cruelty-free beauty affordable and inclusive. FasterCapital’s expertise fast-tracks our ability to refine formulas, expand shade ranges and reach customers online and in retail. This partnership brings the capital, mentorship and strategic introductions we need to build a sustainable brand.”
Growth trajectory & future plans
Near-term milestones include finishing R&D on expanded shade ranges, launching a Shopify store and Amazon storefront, exhibiting at key beauty expos, and deploying a targeted influencer and digital ad campaign. Marinela seeks $150,000 in seed funding to scale manufacturing, inventory and marketing. Over 24 months the company aims to expand into skincare and a men’s line, pursue carbon-reduction packaging goals and establish retail partnerships across Canada and the U.S.
About Marinela Makeup
Marinela Makeup is a Canada-based vegan and cruelty-free cosmetics brand founded by Lise Kubanowski and led by CEO Marinela Kubanowski. The company produces affordable, skin-friendly makeup designed for inclusivity and sustainability.
About FasterCapital
FasterCapital is a global venture builder and online incubator dedicated to co-funding and co-founding innovative startups. Established in 2014, we are now #1 venture builder in terms of number of startups that we have helped, money invested and money raised. It supports startups worldwide through various programs, including funding assistance, business development, and technical support. The EquityPilot program is designed to help early-stage startups build scalable solutions with mentorship, strategic guidance, and network support.
Contact Info:
Name: Rasha Almasri
Email: Send Email
Organization: FasterCapital
Phone: +1 (512) 400-0256
Website: https://fastercapital.com/
Release ID: 89170123
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