SalonEVO Magazine

Your home of hair, beauty, nails and more!

Meena Zurmati joins Velour Beauty as General Manager

The beauty industry veteran promises innovation and growth in the brand’s next chapter.

Velour Beauty, the leaders in false luxury lashes and eye-centric cosmetics, are now expanding its team to welcome seasoned professional, Meena Zurmati, as General Manager.

Meena will oversee the day-to-day business to drive channel expansion and penetration, increase brand awareness through social & digital strategies, and encourage product development and operational excellence to continue the brand’s legacy of delivering innovative products.

With nearly two decades of experience in the beauty industry, Meena began her career at L’Oreal Canada and continued her professional development there for over eleven years, taking on progressively increasing responsibilities with Matrix, the most widely distributed professional hair care brands.

Meena’s impressive career has also included roles at Moroccan oil, where she oversaw the Canadian sales team and was directly responsible for all Canadian distribution partners, and DevaCurl, where she led the professional sales channel for North America, and eventually launched the brand internationally, spear heading the largest Europe an distribution partnership reaching both B2B and B2C customers.

“I was so excited to discover Velour was a Canadian brand as I admired its stand out aesthetic in the lash category and its wide presence in North America, with Sephora and Ulta, as well as globally with leading retailers across Europe, the Middle East and SEAPAC regions,” mentions Meena. “Velour is an award-winning, vegan and cruelty-free brand—now with Plant Fibre lashes, a first in its category and yet another example of the brand’s innovative excellence. I’m really looking forward to working with the team to scale the next chapter of the brand’s growth and help new lash-curious consumers discover just how effortlessly they can embrace the premium false lash category!”

“We are thrilled for Meena to join our leadership team at the helm of Velour,” says Mabel Lee, Founder of Velour Beauty. “In addition to her passion and the visionary mentality she carries, Meena’s impressive business and results driven skillset is a perfect fit for Velour Beauty as the brand is continuing to expand and truly own the eye-centric cosmetics space!”

For more information about Velour Beauty visit and follow the brand on social media @velourbeautyofficial.